Scotiabank's New Family-Focussed Spot Highlights People’s Intimate Relationships with Money

Scotiabank’s new Bank More Life program aims to differentiate their Everyday Banking packages, like the Ultimate and Preferred packages, in a relatable way to show clients that the value of the banking packages helps to enrich their lives in surprising and unexpected ways they might not have considered. 

The story follows a man on a mission at the market, stopping from shop to shop as he prepares to host his grandmother, otherwise known as Nonna. He spares no expense as he anxiously puts together a bountiful spread – but it turns out that there is no need. The spot comes full circle when Nonna is seemingly unimpressed by the over-the-top spread, and is more impressed by a ripe tomato growing in his garden and the quality time they get together while preparing and serving it together.  

By diving into human truths – like trying to please a discerning Nonna – the Bank is empowering Canadians to bank more life.

“It can be overwhelming to think about money every day. We want to help Canadians feel secure in their financial situations, allowing them to bank more quality time just living their lives,” said John Rocco, vice-president of global brand management at Scotiabank. 

To reflect people's intimate relationship with money, the spot focuses on a moment that resonates with many: the feeling of spending more to impress your guests – especially family.  

“We wanted to highlight that there is more to life than more. Life isn’t always about the money or material things – but about the feeling and reason behind it,” said Crystal Sales, group strategy director at Rethink. “You can buy all of the caviar in the world, and of course it’s delicious, but there is nothing more magical than quality time spent in the kitchen with someone like your Nonna.”

The Italian-inspired spot is an intentional move for the Bank, highlighting and celebrating the diversity, backgrounds, lifestyles and values of its clients. 

To ensure the spot felt as authentic as possible, Michelle Spivak, group creative director at Rethink, said, “We took necessary casting measures to ensure Nonna was, in fact, a real Nonna. We were also excited to shoot in an iconic building like the St. Lawrence Market, and thrilled to have found an original Italian track to tie the spot together.” 

Scotiabank’s latest spot, Perfect Morning also highlighted Canada’s diversity by celebrating the stories of Canadian newcomers. Bank More Life joins its predecessors, collectively laddering back up to the Bank’s master brand spot, You’re Richer Than You Think, by showing Canadians that there is more to life than money. 

Crystal added, “Our strategy highlights that when you bank more, you’re banking more richness through connection and human experiences that add to your life in ways that can’t be bought or paid for.”

“Instead of average bank ads featuring branches and advisors, we’re proud to tell the real and meaningful stories behind our clients,” said John. “We pride ourselves on being Canada’s most empathetic bank, and one that takes the time to really get to know our clients and their intimate relationship with money.” 

John added, “Through our robust offering of best-in-class rewards, advice, and tools – we want Canadians to know that we are their companion each and every day to help them make the most of their lives.”

The Bank’s AOR Rethink led the program on strategy and creative, and PHD on media. The fully integrated program goes live in early July anchored by a :60s spot, with :30s and :15s cut downs, and is running across English and French Canada.