Scotiabank CMO John Doig, told Marketing the bank has done international campaigns in the past, but it has never run a single piece of creative across all markets.
The idea, he
said, is to increase awareness while presenting Scotiabank
as a global brand, which is why the ad features vignettes set in different countries.
With the new spot, Doig
said the brand wanted to be as universal as possible.
The role banking plays in a consumer's life varies by country to country and he
wanted the creative to reflect that, he
"It's like the song - this little light could be your family, it could be your son or daughter, or your small business," Doig
"Define it how you want.
We want people to define it for themselves and to think maybe Scotiabank
can help them."
Beyond language, there is one key difference between the Canadian version of the ad and the international adaptations: only the Canadian spot has a tagline.
The bank's current "You're richer than you think" tagline has great equity in Canada, Doig
said, but it doesn't necessarily match the bank's positioning in all markets.
In the coming months, Doig
plans to run the ads in-flight across multiple airlines in addition to traditional and digital channels.