Directed by Rattling Stick US' Ringan Ledwidge, 'Commencement' was created in hopes of leaving viewers feeling more confident, reassured and ready. Created by Leo Burnett Chicago in partnership with Groupe Connect - Leo Burnett’s first work for Bank of America - this spot is a lesson in how creative decisions can work in service of the message it imparts.
The spot shows familiar sights throughout American households and neighbourhoods, as the sound of string instruments swells behind a powerful statement. “The ideas was simple: deliver a commencement speech to America. An inspiring message to the entire country - its people, communities and businesses to remind them of their resilience, ingenuity and capacity to move forward, no matter what,” said Liz Taylor, CCO of Leo Burnett Worldwide.
Taylor continues: “The resonant voice of Oscar-winner Viola Davis, beautiful scenes of light returning to our favourite places, a new interpretation of the age-old gospel song, ‘This Little Light of Mine.’ I can’t think of a better, more stirring way to commence this next stage in all our lives, and to commence our new relationship with Bank of America.”
“Viola Davis said it best: ‘How far we’ve come isn’t even close to how far we’ll go.’ The future holds so much promise, and Bank of America wants that promise to live with everyone - all communities, all across the country,” said Meredith Verdone, CMO of Bank of America. “This season of commencement seemed like the perfect metaphor for where we stand today, and where we can go from here.”
Above: director Ringan Ledwidge