October 18, 2012
Agency Launches Broadcast and Print Campaign To Reach
African American Consumers
LOS ANGELES (Oct. 17, 2012) – Muse Communications announced the launch of broadcast and print advertising for long-time client Wells Fargo. The creative is part of a larger campaign titled “Conversations”. It takes a personal approach to demonstrating the importance of planning for the future in a clear, relatable way through real-life scenarios.
Muse Communications developed the African American execution of “Conversations” to complement the general market campaign, developed by Wells Fargo’s general market agency DDB. The African American campaign includes two broadcast commercials and two print ads.
The broadcast spots, titled “Todd” and “College” focus on the benefit of establishing a relationship with Wells Fargo for long-term planning. “Todd” shows the journey a young man takes in purchasing his home, including a conversation with his financial advisor at Wells Fargo. It highlights the importance of saving for long-term goals while still meeting day-to-day financial needs. In “College,” a husband and wife look up from the chaos of everyday life to wonder, are we ready to pay for college? They turn to Wells Fargo for early guidance in meeting their financial goals to better prepare themselves once their son heads off to an HBCU. The broadcast ads began airing early September and will be an ongoing campaign. The creative is running on TBS, CBS, TV One and Gospel Music Channel.
“The two spots, ’Todd’ and ‘College,’ were designed to take away some of the apprehension African American consumers may have in dealing with a bank,” states Jo Muse, chairman and chief creative officer, Muse Communications. “By showing how Wells Fargo fits in to real situations, we can demonstrate how a better understanding of financial options can lead to greater control and confidence when making financial decisions. While the commercials are meant to reach African American consumers, it is a message that applies to a broader audience, which is why it will also air on general market networks.”
Like the broadcast campaign, the two print ads focus on the message of starting a conversation with a Wells Fargo banker. The “Conversations Anthem” and “Financial Guidance” print creative will run in regional newspaper, Black Enterprise, Ebony, Essence, N.V. and Uptown.
View the commercials below:
About Muse Communications
Muse Communications, an independent advertising agency that celebrated its 25 year anniversary this year, has been an agency partner to Wells Fargo since 2001. Founded as America’s first agency to target African American, Asian and Hispanic audiences, the award-winning agency has developed culturally relevant messaging for Fortune 500 companies, The White House, The Partnership for a Drug Free America and The Ad Council.
The agency’s strategic insights and creative ideas transcend ethnicity and race. Muse has received the Agency of the Year award from the American Association of Advertising Agencies, the Mercury Award for Best Radio Spot, the AAAA O’Toole, a CLIO Award, The Advertising Club of New York Andy Award of Excellence, Creative Show Silver Award, Gold Effie Award, Art Directors Club Award, Belding Award and the Hispanic Agency of the Year award from the American Association of Advertising Agencies.
For more information, call (310) 945-4100 or visit www.museusa.com.