Financial services advertising usually looks similar: warm and fuzzy portrayals of life’s milestones—births, graduations, weddings, retirement parties—all made better because someone had the sense to invest.
But no matter how good the scripting and production, those bank “customers” are usually actors, and it’s obvious.
That status quo changed earlier this month with the debut of two new spots for JPMorgan Wealth Management. For the first time in the institution’s history, the people that appear in the ads are actual customers, using their own words. Their advisors and investing stories are genuine, as well.
“There’s no substitute for bringing the authentic human stories to life with the actual clients and advisors who are actually living it,” said JPMorgan Wealth Management CMO Paul Halpern, who described the real-life approach as a “natural progression” of the institution’s marketing.