JARED JOHNSEN
ACD / WRITER
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Wells Fargo Advisors

How do you help save the country’s largest brand in banking after reputation-killing news like fraudulent customer accounts and shady sales practices?

By re-establishing it. To begin earning back people’s trust, we started with an honest film that said exactly what most brands in crisis don’t: we messed up. Then we pledged to re-establish the brand based on who we once were.

To demonstrate how, we followed with a series of product spots—each inspired by real stories from the company’s historic archives—to draw parallels between the historic company they once built and the products and values they were reestablishing it with today.

Each spot ends on a single refrain: It’s a new day at Wells Fargo, but it’s a lot like our first day. Established 1862. Reestablished 2018.

Wells Fargo Advisors “Investment Doubt”

360 Campaign Featuring TV, OLV, Digital & Print

If you’re investing on your own in today’s crazy market, it’s hard not to second guess yourself. Which is what makes the peace of mind you get from a Financial Advisor invaluable—mentally and monetarily.

To make our case, we personified that self-doubt we’d all love to invest without.

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