CIBC makes more ambitions real with its diamond logo

Who: CIBC, with Juniper Park\TBWA, AD Hoc Content for production (directed by Chris Sargent), and post production by Saints, a52 and Bolt Content. Media by MediaCom.

What: “Brand Advice,” the company’s first campaign since launching the “Ambitions Made Real” brand platform in September.

When & Where: Two different spots are running on TV and online video, through both digital and social channels.

Why: CIBC launched “Ambitions Made Real” in September, as part of a total brand overhaul. The intent of the ad campaign was to connect with consumers on a more emotional and less transactional level, with a core message that the bank wants to help people realize their dreams and ambitions.

“This is about who we are as a brand; this is about our purpose and reclaiming that purpose. This is about our why,” senior vice-president of brand and marketing Tammy Sadinsky told The Message at the time. The new advertising extends that theme.

“This new work showcases the power of how our bank continues to put our purpose into action,” said Esther Benzie, vice-president, brand and marketing for CIBC, in a release. “Every day, CIBC financial advisors provide real help by offering personalized advice that helps make their clients’ ambitions a reality.”

How: One spot, “Designer,” shows how a young entrepreneur turns his side hustle into a full-time business, while the other, “Surfer,” features a man who can hand his business over to his daughter in order to retire early and spend more time surfing. “The spots aim to highlight how CIBC truly understands that every ambition is unique and that their financial advice can empower you to get where you want to be,” said Graham Lang, chief creative officer of Juniper Park\TBWA, in the release.

Just as it did in the launch spot last fall, Juniper Park\TBWA uses a life sized CIBC diamond-shaped logo as portal for the characters to achieve their ambitions.

“We wanted to reiterate to audiences that the CIBC logo is a metaphor for ‘Ambitions Made Real’, inspiring you to take action and go after your goals,” said Lang. “By stepping through the portal, we are taken from an idea to a new reality, all made possible by CIBC’s financial advisors.”

David Brown