Hill Holiday Boston

Bank Of America

This campaign for Bank of America's wealth management movement that now includes U.S. Trust is targeted at people with over $3 million to invest and they revolve around the idea of self made money. The copy in this particular ad says "She owns a house in Palm Beach, a villa in St. Barths, a condo in Sun Valley, yet, a piece of her still lives on a cul-de-sac in Ohio". People are more attached to the money that they make themselves than the money that they inherit. This campaign does a good job of making the consumer feel safe trusting their money with Bank of America, showing real people who made their money and care about it. These ads are also connected to family and friends. For example their are children's bikes in the front lawn on this picture and most people with that much money have families and want their family at the same bank. These ads are thoughtful and effective.