RBC has launched an advertising campaign to demonstrate its support for emerging filmmakers and its sponsorship of the Toronto International Film Festival.
The campaign is comprised of three television and cinema spots, as well as print and out-of-home creative, developed by BBDO Toronto.
The 30-second spots feature a character named Uncle Marv, a gregarious and well-connected player in the movie industry. One spot shows a young man pitching a script to a film studio executive, who dismisses it until Marv barges in and gives the screenplay his seal of approval.
Each of the spots conclude with the tagline, “Not everyone has an uncle in the biz. That’s why we support emerging filmmakers.”
Peter Ignazi, senior vice-president, executive creative director at BBDO Toronto, said the Uncle Marv character represents RBC’s commitment to underdog filmmakers.
“It gets to the heart of what the bank is doing in that they are helping emerging filmmakers. That’s one of the things they’re committed to,” said Ignazi. “They’re involvement with TIFF goes beyond just having their name on posters.
“They’re basically doing the part of Uncle Marv.”
The campaign launched late last month.
