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Actor Jay Baruchel Reunites with RBC for Comedic Spots

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Canadian actor Jay Baruchel partners with RBC to develop a series of ads created by BBDO Toronto

Actor Jay Baruchel Reunites with RBC for Comedic Spots

Canadians have a very transactional relationship with their bank and have said talking finances can be intimidating. Using a familiar face, humour and simple language, RBC is committed to making banking approachable and helpful to solve everyday challenges and needs. In a series of 30-second TV spots and digital videos, the spots highlight RBC’s innovative products and services and how Canadians can experience the RBC difference.

“We’re back with Jay because we know he resonated with Canadians to deliver our message and encourage people to question the value provided by their bank” said Alan Depencier, chief marketing officer RBC. “We made it bigger by expanding the campaign into Quebec and led with what the people want. You’ll see digital innovation that speaks to insights, investing and even buying a home, all with the same humour people have come to recognise.”

Many RBC clients grew up watching Baruchel on Popular Mechanics for Kids or know him for his movies like This is the End, She’s Out of My League and How to Train Your Dragon. Leveraging the equity Jay has built with RBC, BBDO created a variety of spots that speak to the unique and innovative products offered by RBC - the 60s Mortgage Tool, NOMI in the RBC mobile app, MyAdvisor, Debit Card Lock and RBC Offers.

The continuation of last year’s brand campaign is built around a series of spots ranging in length from 6 to 30 seconds. The spots leverage Baruchel’s personality and lean into his humour as he challenges audiences to question the value their bank provides in everyday relatable situations. Building off the positive momentum from the Jay Baruchel brand campaign, a unique campaign featuring local personality Marie-Soleil Dion was also created by BBDO Montreal for the Quebec market. Similar to the Jay creative, the Quebec campaign leans on Marie-Soleil’s personality to demonstrate the undifferentiated value RBC offers by highlighting the unique services available to clients, with a touch of humour.

In each of the spots, Baruchel or Dion entertain with their charming and unique style of comedy. In one 30-second spot, Baruchel draws parallels on how pre-qualifying for a mortgage with RBC can be faster than cooking instant rice. In another spot, audiences see how easy it is to set and track goals using RBCs MyAdvisor.

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Edit Company: Saints Editorial

Editor: Griff Henderson

Edit Assistant: Morgan Campbell

Post Production / VFX

Flame Artists: Steve McGregor

Colourist: Eric Whipp, Alter Ego Post

Post Production Company: Fort York VFX

Production Company

Production Company: Skin & Bones

Director: Matt Lenski

Producer: David Cranor

DOP: Simon Duggan


Sound Company: Pirate Toronto

Audio Director: Chris Tait


Advertiser: Royal Bank of Canada

EVP, Chief Marketing Officer: Mary DePaoli

Marketing Manager: Vanessa Pagliaroli

Chief Marketing Officer RBC – Personal & Commercial Baking and Insurance: Alan Depencier

VP Marketing, Digital, Payments, Cards & Banking: Jennifer Howard

Director of Brand Marketing: Jenna Metcalfe

Chief Marketing Officer: Alan Depencier

Creative Agency

Creative Agency: BBDO Toronto

Chief Creative Officer: Todd Mackie, Denise Rossetto

Copywriter: Jacob Pacey

Art Director: Brendan McMullen

Producer: Terry Kavanagh

Associate Creative Director: Joel Pylypiw

EVP, Head of Planning: Sarah Henderson

VP, Group Account Director: Kristina Hayes

Account Supervisor: Catherine Nickerson

Account Executive: Jia Cau

Account Coordinator: Jessie Durand

VP Group Account Director: Kristina Hayes

Genres: Comedy, People

Categories: Banking, Finance

BBDO Toronto, Mon, 13 May 2019 21:38:47 GMT