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Rhea Perlman Joins an Orchestra in Her Commercial Debut for BNY Mellon

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TBWA\Chiat\Day NY & O-Positive bring in the 'Cheers' star for tongue-in-cheek spot

Rhea Perlman Joins an Orchestra in Her Commercial Debut for BNY Mellon

In another ‘out of the box’ advertising move by BNY Mellon Wealth Management, the firm is running a new TV spot featuring actress Rhea Perlman as a surprise concert replacement for  violinist and conductor Itzhak Perlman. The ad, created by TBWA\Chiat\Day New York, is a tongue-in-cheek metaphor about the importance of having the right expert managing your money.

The spot is Rhea Perlman’s first appearance in a commercial and is a new iteration of the firm’s "A Different Kind of Wealth Manager" TV campaign launched in 2014.

Recently described by Barron’s as a “quiet giant” of the industry, BNY Mellon Wealth Management is a leading wealth manager. BNY Mellon has been cited as one of the safest U.S. banks with over 230 years of experience.


The new ad underscores an important differentiator for BNY Mellon Wealth Management. “Many investors think that when you hire a wealth manager, they are actually managing your money. But in fact that’s become increasingly rare. BNY Mellon Wealth Management stands out for actually managing clients’ investments ourselves with our own experts,” said BNY Mellon Wealth Management CEO Larry Hughes. “The ad is intended to drive that point home with humor, a nice switch from the ‘grandpa at the end of the dock’ kind of ad you often see for wealth management companies.”

The campaign, which includes TV, digital and social, will run through the end of 2015.

“BNY Mellon Wealth management is a different kind of wealth manager. Not only in the way they do business, but in how they speak as a brand,” said Matt Ian, Executive Creative Director at TBWA\Chiat\Day NY. “This spot conveys a key difference, in a different way: as a humorous twist on the often dry subject of money management. And the legendary Rhea Perlman is the icing on the cake."

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Client

Advertiser: BNY Mellon Wealth Management

Post Production / VFX

Colourist: Adam Scott

Executive Producer: Jen Sienkwicz, (Colour) Thatcher Peterson

Flame: Peter Amante, Matt Stroub

Post Production Company: The Mill

Producer: Philip Whalley, (Colour) Antonio Hardy

Shoot Supervisor: Tara DeMarco, Felix Urquiza

VFX Supervisor: Dan Roberts

Production Coordinator: Mary Hayden, (Colour) Diane Valera

2D Lead: Glyn Tebbutt

Creative Agency

Account Executive: Grace Fiset

Art Director: Sal DeStefano

CEO: Rob Schwartz

Copywriter: Bryan Flynn

Creative Agency: TBWA\Chiat\Day New York

Executive Creative Director: Matt Ian

Executive Producer: (Group) Jason Souter

Group Creative Director: Tony Bennett

Head of TV / Production: Chad Hopenwasser

Production Company

Director: David Shane

DOP: Sebastian Pfaffenbichler

Executive Producer: Ralph Laucella, Marc Grill

Producer: Devon Clark

Production Company: O Positive

Production Designer: Maia Javan

Music

Audio Post Production: Heard City

Executive Producer: Gloria Pitagorsky

Producer: Sasha Awn

Sound Mix: Phil Loeb, Jodi Levine, (Assist) Elizabeth McClanahan

Offline

Edit Assistant: Stephanie Crane

Edit Company: Spot Welders

Editor: Kevin Zimmerman

Executive Producer: Joanne Ferraro

Producer: Amanda Slammin

Genres: Comedy

Categories: Investment, Finance

TBWA\Chiat\Day NY, Tue, 03 Mar 2015 12:32:26 GMT