Bank of Montreal releases new commercial
The Bank of Montreal has released a new television commercial called "Weightless." Developed by FCB Canada of Toronto, the ad depicts wheelchair athlete, actor and stuntman Josh Cassidy floating in a simulated zero-gravity chamber as his wife looks on. The ad is part of the bank's larger promotional efforts marking its 200th anniversary. The campaign also includes a website at <http://www.bmo200.com> at which consumers can submit wishes on behalf of friends or family members. The bank will fulfill a variety of these wishes through the year. The ad will run on Facebook and YouTube, as well as on television during Toronto Raptors and Toronto FC games.
"BMO's bicentennial is the perfect moment in time to bring BMO's brand purpose to life," said Nancy Crimi-Lamanna, chief creative officer at FCB Toronto. "After all, what’s more human than wanting to make wishes come true for others? In this spot, we tell the love story of a couple and the transformative power of wishing for something greater than yourself."