Today, BMO introduces “New Girl” actor Lamorne Morris as its new spokesperson in its latest campaign created by FCB. Over the course of the campaign, Lamorne will play a BMO employee, showing up with his Help Desk in unconventional settings to provide people with helpful advice whenever, wherever they need it. Situations range from a date night at a restaurant, to a couple relaxing in a pool.
“At BMO, we’re committed to helping our customers on their terms, in a human and personal way. This work brings that idea to life through Lamorne’s friendly, go-out-of-his-way-to-help approach and the humor of the help desk appearing in unexpected situations,” said Jennifer Carli, VP North American Brand & Enterprise Content, BMO Financial Group.
The campaign builds on the brand’s existing BMO Effect work, emphasizing the bank’s commitment to customer service and digital innovation.
“As we looked for a character to personify the brand, we needed someone who was approachable and witty, but also trustworthy. For us, Lamorne was the perfect choice,” said Nancy Crimi-Lamanna, CCO, FCB.
The campaign begins March 25 in the U.S. with two TV spots starring the Chicago native. The first ad promotes high-interest savings. The second spot, which promotes the BMO Harris Smart Advantage Account, will air in May, when the spots will also debut in Canada with an ad promoting the Cashback Mastercard. The campaign will be amplified digitally and on social media.