U.S. Bank "Zelle" by Carmichael Lynch

Carmichael Lynch debuts new campaign for U.S. Bank

National creative campaign highlights stories of hard work that paid off and the brand’s role at the center of consumers’ financial lives

Financial goals large and small are the focus of a new campaign from U.S. Bank and Carmichael Lynch. The new advertising emphasizes the brand’s belief that “hard work works” and highlights the role of U.S. Bank as a trusted financial partner.

“Behind the products that U.S. Bank offers are real people who are saving to make something happen in their lives – or the lives of people around them,” said Marty Senn, Carmichael Lynch’s chief creative officer. “Telling very human stories brings those products to life in a way that shows how U.S. Bank is there for their customers during life moments big and small.”

The work showcases a wide range of U.S. Bank’s product offerings, including a new mobile app that launched this spring, as well as wealth management and corporate and commercial banking services. Customer stories will be featured in print and digital issues of Money, People, Parents and Real Simple. The first print insertion will feature a spread in People’s special July 4th issue. Social media, radio and banner ads will also run nationwide. Crossmedia is managing the media buy.

“We partner with our customers at every stage of their financial journeys – helping them in the big moments and being there during the small steps in between those milestones. This campaign shows why that commitment is so important, and why the trust we build with our customers matters,” said Beth McDonnell, U.S. Bank executive vice president and chief marketing officer.

The spots were directed by Lisa Rubisch of Park Pictures and reflect the diverse stories of U.S. Bank customers at different phases of their financial lives, as detailed below: 

“In Return” tells the story of an accomplished hard-working young man who turns to U.S. Bank to help manage his newfound wealth so he can give back to his parents by buying their home for them. 

“Breaking Ground” is centered on a successful business executive who partners with U.S. Bank to build larger headquarters in a meaningful place – her hometown.

“Say It, Do It” follows a confident and determined girl as she works hard to meet a series of goals from childhood to adulthood, getting a little help from U.S. Bank along the way.

“Our first new television spot ‘Flying Home’ helped set the tone this spring. We are proud to support our customers and celebrate with them when their hard work pays off. This campaign is about recognizing the great things that can happen when we work together toward a goal,” said Kelly Colbert, U.S. Bank senior vice president and head of brand advertising and social media.

A total of six new spots will run during the campaign. Two additional spots will launch this fall.