Itzhak Perlman is featured in a new Bank of New York Mellon TV commercial which started airing this week! Starring actress Rhea Perlman, the commercial has a comedic twist and can be viewed here:
NEW YORK, March 2, 2015 – Bank of New York Mellon (BNY Mellon) today released the latest spot in its “A Different Kind of Wealth Manager” TV campaign, which first launched in 2014. The new spot, created by TBWA\Chiat\Day New York, features actress Rhea Perlman in her first-ever commercial appearance. Perlman takes the stage as a surprise stand-in for famed concert violinist and conductor Itzhak Perlman, a tongue-and-cheek allusion to the potential risks of letting someone else do your job, or manage your money.
Recently described by Barron’s as a “quiet giant” of the industry, BNY Mellon is a global investment leader with with over 230 years of experience. BNY Mellon Wealth Management offers personalized service, dedicated to the needs of the private investor. One of the key factors that sets them apart from other wealth managers is that they actively manage every aspect of a client’s portfolio.
“There is a common misperception in our industry that when you enlist the help of a wealth manager, they are actually managing your money. But its not always the case and has in fact become increasingly rare,” said BNY Mellon CEO Larry Hughes. “This campaign is helping to prove that we are a company that does things differently and as a result, we can manage our clients money more effectively and efficiently than our competitors.”
BNY Mellon is also distinguishing itself by introducing advertising that is uncharacteristically fun and fresh for the wealth management category. The campaign, which includes TV, Digital and Social, will run through the end of 2015.
“We wanted to show that BNY Mellon is ‘a different kind of wealth manager’ not only in practice and proof points, but also in the way in which that message was delivered,” said Matt Ian, Executive Creative Director at TBWA\Chiat\Day NY. “This spot does that by offering up a funny, somewhat sarcastic twist on the often dry subject of money management. And the legendary Rhea Perlman is icing on the cake.”