“Americans need financial breathing room,” according to the upcoming SunTrust Super Bowl 50 ad, and the company is using cinema-style footage by acclaimed commercial director Dante Ariola featuring Americans across the land to spark a national movement called onUp to help millions reduce financial stress. This brief video teaser trailer is the first look at footage from the ad to debut February 7, 2016, in the Denver Broncos vs. Carolina Panthers game to be televised on CBS.
With three-quarters of Americans worried about money, the Atlanta-based bank says it’s time to take action. SunTrust Banks is sparking a movement for financial confidence among Americans in its first national Super Bowl ad on February 7. The movement, Onward and Upward or “onUp,” is a catalyst inspiring people to make a personal commitment to improve their financial health.
“Financial stress is prevalent, affecting the health and happiness of people across the nation,” said SunTrust Chairman and CEO William H. Rogers, Jr. “It’s time to raise awareness of this significant concern. Our company purpose is Lighting the Way to Financial Well-Being, so we are starting a national conversation to motivate people to take action. We’re providing the tools and information to help them gain control over their finances.”
The Super Bowl ad from SunTrust – called “Hold Your Breath” created by NYC ad firm StrawberryFrog and directed by Dante Ariola – is an optimistic, second-by-second reminder that worrying about money can cause you to miss life’s important moments. It’s based on the core belief that anyone can achieve financial confidence, as well as the research finding that financially confident people are three times more likely to be satisfied with their lives, across all income levels.
“Lack of confidence about money matters steals the fun out of life. You’re not truly living until you can breathe easier about your finances,” said Susan Somersille Johnson, SunTrust chief marketing officer. “We know that anyone can reduce financial stress, as small steps can lead to significant results.”
A recent SunTrust survey found that 40 percent of Americans do not have $2,000 saved for an emergency. That jumps to more than 60 percent for millennials. Consumers can join the movement at onUp.com
The Super Bowl ad will direct viewers to onUp.com, where people can pledge to take action, take a Mental Wealth Quiz and receive specific actions, tools and tips tailored to their needs. For a fun twist, they can make their own version of the Super Bowl spot to share with others using their Facebook images.
To advance financial well-being through the workplace, SunTrust will offer Financial Fitness for Companies to business clients later this year, using the country’s leading employee financial wellness program.
“We also believe that companies can promote financial fitness as part of a total employee wellness plan,” said Rogers. “We have proof. We offered financial fitness to our own teammates and 13,000 participated in the first year. More than 70 percent now say they feel more confident about their finances.”
Look for the 30-second Super Bowl ad to air in the second half of Super Bowl 50 (CBS, February 7, 2016) during the two-minute warning commercial break.
About SunTrust Banks, Inc.
SunTrust Banks, Inc. (NYSE: STI) is a purpose-driven company dedicated to Lighting the Way to Financial Well-Being for the people, businesses and communities it serves. Headquartered in Atlanta, the company has three business segments: Wholesale Banking, Consumer Banking and Private Wealth Management, and Mortgage. Its flagship subsidiary, SunTrust Bank, operates an extensive branch and ATM network throughout the high-growth Southeast and Mid-Atlantic states, along with 24-hour digital access. Certain business lines serve consumer, commercial, corporate and institutional clients nationally. As of December 31, 2015, SunTrust had total assets of $191 billion and total deposits of $150 billion. The company provides deposit, credit, trust, investment, mortgage, asset management, securities brokerage, and capital market services. SunTrust leads onUp, a national movement inspiring Americans to build financial confidence. Join the movement at onUp.com.