Varo Bank, the new all-digital nationally chartered US bank, continues its mission to eradicate financial inequality and reinvent the idea of celebrity and sports star partnerships through a new TV and social campaign fronted by ambassador/investor Russel Westbrook.
The campaign, which was conceived and created by agency Serviceplan New York, was spearheaded by a national 30-second TV commercial which dropped on 10 May and highlights the NBSA star’s multi-faceted role at the bank.
https://www.youtube.com/watch?v=_zy19cPV1QA
The hero commercial was supported by a series of follow-up online videos for TV and web which explore ‘Russellisms’: practical words of financial wisdom from Westbrook based on his personal experience with traditional financial institutions.
While the ad promotes the inventive and powerful partnership, much of the real work happens at the community level as Westbrook and Varo collaborate on the development of a unique social impact program centred around financial inclusion.
The spot was helmed by Director Sam Jones in a stylish, cinematic monochrome format to challenge preconceptions of celebrity athletes and banking and, according to the agency, the shoot was a handled in collaboration with Westbrook’s NBA production team on the ground with Westbrook in Washington DC and Jones directing remotely from Los Angeles as the production effort operated within the parameters of the NBA’s COVID-19 bubble.
“We are thrilled to help Varo not only create momentum for a great new banking brand but also disrupt an entire industry. Adding Westbrook’s voice to the ‘A Bank for All of Us’ campaign is a powerful new push in the growing movement toward brighter financial futures for all,” explained Serviceplan New York CEO Stefan Schuette.
“We’re thrilled to continue to work with the team at Serviceplan New York as we advance to a new phase of our ‘A Bank for All of Us’ campaign,” said Varo Chief Brand Officer Halle Hutchison. “The new creative is centred on Varo and Russell’s shared vision of financial inclusion for communities that have too often been left behind by legacy banks. We’re excited to continue our landmark partnership with a sustained focus on direct community impact, with the first programs set to launch in Los Angeles later this year.”
The project was created for Varo CEO Colin Walsh, Chief Brand Officer Halle Hutchison, Partnership Consultant Jenna Beardsley-Smith and Head Of Strategic Communications Alexander Woie by Serviceplan Group – House of Communication New York.
The agency team included CEO Stefan Schuette, Creative Director/Writer Matt Ashworth, Creative Director/Art Director Paul Foulkes, Senior Producer Vince Genovese, Client Account Lead Joel Giullian, Brand Strategy Director Suhail Shaikh, Worldwide Executive Creative Director Jason Romeyko and International Communications Officer Lee Sharrock.
The production company was Artery Industries in conjunction with Monumental Sports Artery Industries with Director Sam Jones, Executive Producer Jonas Dolkart, Line Producer Kristy Kessler, DP Sing Howe Yam, with Monumental Sports Executive Producer Jim Kowats, Director Of Photography Tim Gordon and Line Producer Jennifer Partin.
Comment:
This campaign, which launched in the same week that Russell Westbrook broke Oscar Robertson’s 47-year-old NBA record for triple-doubles, follows on from Varo’s inaugural ‘A Bank for All of Us’ campaign which launched during the Super Bowl back in February 2020.
This isn’t an old-school athlete ambassador fronted ad, but rather than athlete investor initiative which follows on from a February 2021 deal which saw Russell Westbrook Enterprises lead a $63m strategic investment in Varo Bank.
Westbrook, a nine-time NBA All-Star, entrepreneur, philanthropist and designer, has an advisory role at Varo focused on collaborating on the design of future impact programs aiming to reach underbanked communities and communities of colour.
Westbrook has further demonstrated his community commitment through his Why Not? Foundation.
This is part of the wider sports star investment trend which has recently seen high profile deals such as the high profile team of athlete investors in sports drink Bodyarmor (who include James Harden, Naomi Osaka, Mookie Betts, Sabrina Ionescu, Baker Mayfield, Trae Young, Christian McCaffrey and Carlos Vela) and MMA star Conor McGregor’s April sale of his majority stake in his own No Twleve whiskey brand (which was reported to be worth up to $600m/£430m) to Proximo Spirits.
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