RBC Taps Jay Baruchel for Millennial Focused Campaign

RBC is introducing an atypically lighthearted campaign promoting its suite of products and services.


Canadian celebrity Jay Baruchel is the star of the new “RBC Take 20” campaign, which uses a mix of comedy and honesty to position the financial services company as relevant and approachable in a crowded – and sometimes overly earnest – advertising category.


Aimed at a millennial audience, the national campaign developed by BBDO Toronto, highlights a number of RBC services, including its online MyAdvisor tool, its app-based “NOMI Find & Save” function, and a Petro-Canada rewards offer that enables RBC cardholders to save three cents a litre on gasoline. All of the ads urge viewers to “take 20 minutes with RBC” to experience the RBC difference.


“Many younger consumers tend to have a transactional relationship with their bank, but real financial advice can make a big difference and help Canadians transform how they manage their finances,” says Alan Depencier, Chief Marketing Officer RBC, Personal & Commercial Banking and Insurance. “We can’t take ourselves too seriously, and partnering with Jay allows us to connect our brand to our target in an authentic manner, with a touch of humour in an occasionally serious category.”


Breaking today, the campaign is built around a series of spots ranging in length from 6 to 30 seconds. The ads feature Baruchel as a slightly goofy but likeable everyman, pondering everyday financial scenarios and articulating how RBC is helping with his finances – all while introducing viewers to concepts like a “turducken of savings,” “a toonie a tank” and “squirrelly banks.”


Baruchel is well-known to RBC’s target audience, many of whom grew up watching him on Popular Mechanics for Kids and in subsequent movie roles including This Is the End, She’s Out of My League, Goon and the voice of Hiccup in How to Train Your Dragon.


In one :30 spot, Baruchel is shown wondering aloud to an RBC advisor about various financial tools such as RESPs, mutual funds, GICs and TFSA’s, asking questions like can put his hockey card collection into an RRSP. In another spot, Baruchel coins the phrase “a toonie a tank” to illustrate the potential customer savings on the partnership with Petro-Canada. The spots were produced by Skin & Bones and directed by Matt Lenski.


“RBC is committed to helping Canadians achieve their Somedays,” says Depencier. “Finding a fresh and unique voice allows us to cut through the acronyms and financial jargon, and get straight to that goal.”

RBC is proud to be recognized with the J.D. Power award for Highest in Customer Satisfaction Among the Big Five Retail Banks. The recognition comes from J.D. Power’s 2018 Canadian Retail Banking Study, drawing upon direct feedback from thousands of consumers. The J.D. Power study measures overall customer satisfaction through a combination of categories, ranging from products and fees, to convenience and advice. RBC demonstrated high scores in Communication and Advice, Account Opening, while standing out with the highest percentage of mobile customers.


Royal Bank of Canada is a global financial institution with a purpose-driven, principles-led approach to delivering leading performance. Our success comes from the 84,000+ employees who bring our vision, values and strategy to life so we can help our clients thrive and communities prosper. As Canada’s biggest bank, and one of the largest in the world based on market capitalization, we have a diversified business model with a focus on innovation and providing exceptional experiences to our 16 million clients in Canada, the U.S. and 34 other countries. Learn more at rbc.com.‎


We are proud to support a broad range of community initiatives through donations, community investments and employee volunteer activities. See how at rbc.com/community-sustainability.



About BBDO Toronto

BBDO (www.bbdo.ca) manages the communication needs of many of Canada's largest and best-known brands and has consistently earned a creative reputation that places it among the top creative agencies in Canada. BBDO Canada is a subsidiary of BBDO Worldwide, which is part of Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com), a leading global advertising, marketing and corporate communications company.

Client: Royal Bank of Canada

EVP, Chief Marketing Officer: Mary DePaoli

Chief Marketing Officer RBC – Personal & Commercial Baking and Insurance: Alan Depencier

VP Marketing, Digital, Payments, Cards & Banking: Jennifer Howard

Director of Brand Marketing: Jenna Metcalfe

Senior Marketing Manager: Laura Wright


Agency: BBDO Toronto

SVP, Chief Creative Officer: Todd Mackie

SVP, Chief Creative Officer: Denise Rossetto

EVP, Head of Planning: Sarah Henderson

Copywriter: Jacob Pacey

Art Director: Brendan McMullen

Senior Producer: Terry Kavanagh

VP, Group Account Director: Kristina Hayes

Account Supervisor: Catherine Nickerson


Production Company: Skin & Bones

Director: Matt Lenski

Producer: Christopher Scherk

Director of Photography: Simon Duggan


Editorial Company: Saints Editorial

Editor: Brian Williams

Assistant Editor: Paula Hicks


Online: Fort York VFX

Flame Artist: Paul Binney


Colour Grading: Alter Ego Post

Colourist: Tricia Hagoriles


Audio:  Pirate Toronto

Directors:  Chris Tait and Tom Goudie

See also these six-second teasers

RBC Take 20 - $20 Offer
RBC Take 20 - Find and Save 
RBC Take 20 - Save 3¢ on Gas 
RBC Take 20 - Experience the Difference 
RBC Take 20 - Credit Card Lock/Unlock

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