"Weightless", FCB Canada's latest, is directed by Phil Brown of Untitled films and features elite wheelchair racer, Josh Cassidy
Elite wheelchair racer, actor and stuntman Josh Cassidy floats in a simulated zero-gravity chamber in BMO’s newest TV ad, which invites Canadians to wish it forward for a friend, family member or their community, at BMO200.com to help mark the bank’s 200th year.
In Weightless, Cassidy portrays a man floating in zero gravity while his wife watches with joy. The ad cuts away to reveal that the man uses a wheelchair, and that his wife had used BMO200.com to wish he could fly.
"We asked FCB to help us encourage people to participate in our anniversary by making a wish for someone they love, or their community” says Connie Stefankiewicz, Chief Marketing Officer, BMO. “When they presented the concept for Weightless as an expression of the feeling we're trying to create, it moved us. We loved how deeply personal and human it was and how it will inspire people to dream big when they make a wish."
BMO plans to grant a variety of wishes throughout its 200th year in business as its bicentennial fountain travels from Toronto to Chicago and Montreal. So far, more than 18,000 wishes have been tossed into the bank’s digital fountain with the top three wishing categories being “Family”, “Happiness” and “Community”.
“BMO’s bicentennial is the perfect moment in time to bring BMO’s brand purpose to life. After all, what’s more human than wanting to make wishes come true for others,” says Nancy Crimi-Lamanna, chief creative officer at FCB Toronto. “In this spot, we tell the love story of a couple and the transformative power of wishing for something greater than yourself.”
The new television commercial continues BMO’s year-old creative platform “The BMO Effect,” which shows the bank as offering customers a more human experience – whether via outstanding customer service or products and services that help them get the most out of their banking relationship. The ad will appear on Facebook and YouTube, as well as on TV during Toronto Raptors and Toronto FC games.