Brilliantly Boring

Last year, PNC Bank turned a blank slate into a breakaway brand built upon distinction, resonance and memorability with its “Brilliantly Boring Since 1865” brand platform. In year two, Brilliantly Boring continues to take on new life with a new social campaign, “If Risky Investments Were People,” further solidifying PNC as the solution to get-rich-quick schemes.

Created by AOR Arnold, the social executions are two concepts, “Collectible” and “NFT,” characterizing risky investments in the form of an NFT banana and a porcelain collector’s doll. Using the popular TikTok trend that asks the question “What if brands were people?”, PNC will ask the same thing
for investments, giving a real voice to the inanimate objects and schemes people see everyday in their feeds.

The spots lean into humor and cultural relevance to remind consumers that stability and smarter choices may not be flashy, but they last. From a tuxedo NFT fruit to a collectible doll promising dust-collecting riches, each spot shows just how ridiculous these money moves can get, while positioning PNC Bank as the dependable choice and proving that “Brilliantly Boring” works.

“There’s no shortage of risky money moves online,” said Dresdyn Hefferen, SVP, Director of Brand Marketing and Paid Media at PNC Bank. “By bringing these over-the-top investment ‘characters’ to life, we’re holding up a mirror to the kinds of financial fads people see every day. It’s a playful reminder that while flashy trends come and go, smart, steady choices stand the test of time.”

“If Risky Investments Were People” will extend into OLV and organic and paid social including Meta, LinkedIn, and Pinterest.

“Our feeds are already crowded with influencers who prey on financial fears,” said James Bray, Executive Creative Director at Arnold Worldwide. “So we thought, what if we created a few of our own – each one embodying a questionable investment plan – to show the value of a safer, smarter choice: boring banking.”