Actor Lamorne Morris gets behind the desk as helpful BMO banker BMO launches a new face in its evolution of the BMO Effect

Actor Lamorne Morris gets behind the desk as helpful BMO banker BMO launches a new face in its evolution of the BMO Effect

BMO introduces “New Girl” actor Lamorne Morris as its new spokesperson in its latest campaign created by FCB. Over the course of the campaign, Lamorne will play a BMO employee, showing up with his Help Desk in unconventional settings to provide people with helpful advice whenever, wherever they need it. Situations range from date night at a restaurant to a couple relaxing in a pool.

 


“At BMO, we’re committed to helping our customers on their terms, in a human and personal way. This work brings that idea to life through Lamorne’s friendly, go-out-of-his-way-to-help approach and the humor of the help desk appearing in unexpected situations,” said Jennifer Carli, VP North American Brand & Enterprise Content, BMO Financial Group. 

 


The campaign builds on the brand’s existing BMO Effect work, emphasizing the bank’s commitment to customer service and digital innovation.

“As we looked for a character to personify the brand, we needed someone who was approachable and witty, but also trustworthy. For us, Lamorne was the perfect choice,” said Nancy Crimi-Lamanna, CCO, FCB.


 

The campaign begins March 25 in the U.S. with two TV spots starring the Chicago native. The first ad promotes high-interest savings.  The second spot, which promotes the BMO Harris Smart Advantage Account, will air in May, when the spots will also debut in Canada with an ad promoting the Cashback Mastercard. The campaign will be amplified digitally and on social media.

Client: BMO


VP North American Brand & Enterprise Content : Jennifer Carli

Director, U.S. Brand and Sponsorships Advertising: Michael Sanders


Director, Canadian Brand and Sponsorships Advertising: Deny Soto

Senior Advertising Manager: Shelley Johnsen


Assistant Advertising Manager: Geoff Hutchinson

 


 

Creative Agency: FCB Canada


Chief Creative Officer: Nancy Crimi-Lamanna

 


Broadcast:

Group Creative Directors: Andrew MacPhee & Jeremiah McNama


Art Directors: Michael Morelli & Ben Playford

Copywriters: Austin Marrow, Marty Hoefkes, Josh Haupert


 

Digital:             


Group Creative Directors: Andrew MacPhee & Jeremiah McNama

Art Directors: Sanna Kula, Perle Arteta & Gira Moin


Copywriters: Scott Sickle, Sara Radovanovich & Nimy Leshinski

Agency Producer: Anne-Marie Martignago 


VP, Managing Director: Tracy Little

VP, Group Account Director: Erin Howes


Account Director: Allison Lochhead

Account Executive: Ali Gayowski


Project Manager: Elizabeth Lane

Chief Strategy Officer: Shelley Brown


Planning Director: Eryn LeMesurier

 


Production

Production House: Steam Films


Director: Benji Weinstein

DP: Brian Newman


Executive Producer: Krista Marshall

Producer: Andrew Graham


Production Manager: Alan Kuipers

 


Editing House: Saints Editorial

Editor: Aaron Dark


Producer: Tory Osler

Assistant Editor: Kelsey Dale-McGrath


 

Online: Alter Ego


Artist:  Eric Perrella

Producer: Pallavi Joshi-Firby


Casting House:  Powerhouse Casting

Casting Director: Tristan Abraham & Andrew Hayes


 

Audio House: Apollo Studios


Music Director:  Daenen Bramberger

Executive Producer: Tom Hutch


Engineer: Ethan Myers

 


Media Agency: UM

Manager, Connection Planning: Katey Gault


Manager, Portfolio Management US: Nicholas Pantano

Director, Connection Planning: Lily Tran


Partner, Portfolio Management US: Andrea Hable

Manager, Investments: Jonathan Ross


Senior Buyer, Investments: Shadab Zaman

Partner, Integrated Investments US: Jennifer Lyon

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