CIBC rejigged its brand position this spring, and decided to put its mascot Percy the penguin front and centre in hopes of breaking through the “sea of sameness” in bank advertising.
The brand’s latest ad, by Juniper Park, goes a step further by bringing Percy to life. In the past we’ve seen the mascot as a cuddly cartoon and a CGI salesman, but this new spot pushes Percy into the real world, with a costumed larger-than-lifesize penguin hitting the streets of Toronto to show consumers how to use the bank’s mobile deposit feature.
Take a look.
