Reassurance has colossal power when it comes to money. Brilliantly boring is an outstanding promise to own. Brilliantly Boring since 1865 has been the brand platform for PNC Bank, reframing boring as a powerful form of financial wisdom, since Arnold dreamed it up in 2024. The bank had built up a reputation for being a smart, steady, dependable partner for its customers over 160 years. The campaign leans into that DNA.
The platform’s new chapter uses humour and historical hindsight to spotlight PNC’s 160-year legacy of stability and disciplined decision-making. In the hero film, Boring Over Time, actor Chris Diamantopoulos reprises his role as the brand’s witty protagonist, travelling through time offering calm, steady guidance to figures on the verge of famously impulsive decisions, and rewriting history one sensible decision at a time.
The commercials, a 30-second TVC, supported by a 15- and extended 60-second executions across digital and social channels, were directed by MJZ director, Craig Gillespie. The US campaign is running nationally across TV, CTV, OLV, and paid social channels.
Credits
Client: PNC Bank
Chief Marketing Officer: Jenn Garbach
SVP, Director of Brand Marketing & Paid Media: Dresdyn Hefferen
SVP, Group Marketing Manager: Amy Farrell
VP, Sr Marketing Manager: Sara Benzino
VP. Marketing Lead: Benjamin Langdon
VP, Associate Marketing Lead: Riley Agler
Creative Agency: Arnold
Executive Creative Director: James Bray
SVP, Group Creative Directors: Joe Fallon & Molly Adler
SVP, Executive Producer: Whitney Bogosian
SVP, Head of Business Affairs: Lisa Belden Colucci
Managing Director: Sarah Taylor
SVP, Marketing Director: Laura Allen
Marketing Director: Hannah Bohan
Production Company: MJZ
Director: Craig Gillespie
Director of Photography: Linus Sandgren
Executive Producer: Noah Goldsmith
Unit Production Manager: Martha Davis
Production Designer: Jamie Vickers
Production Supervisors: Cameron Grant & Rochelle De La Cruz
Editing: Cabin Editorial
Editor: Chan Hatcher
Executive Producer: Zack Herpy
Senior Producer: Lorelei Polk
Assistant Editors: Mark Gutierrez & Katie Pehowski
VFX: Untold Studios
Executive Producers: Nathan Hoad & Chris Kiser
VFX Producer: Alex Paton
Creative Director: Jonathan Wood
CG Supervisor: Kanishk Chouhan
Grade: Color Collective
Executive Producer: Claudia Guevara
Colorist: Alex Bickel
Sound Mix: Soundtrack
Mix Engineer: Mike Secher
Brilliantly Boring’s humour has colossal power too:
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