PNC Bank CEO Bill Demchak embraces a “boring” approach.

While he likely wouldn’t call himself boring, a recent ad campaign for PNC brilliantly leverages the word. This ad strategy comes amid concerns about potential exposure problems in the banking sector.

During a recent interview with Bloomberg Television, Demchak was asked about the current banking environment. Given the anxiety around recent bank failures, Demchak clearly wants to differentiate PNC from others. He emphasizes PNC’s diversified portfolio, where real estate loans make up a small portion. This, he argues, insulates them from any problems that might be seen as systemic in the banking industry. He states in very bland tones, “No drama, you don’t have to read about us in the headlines, it just works, consumers know their money is safe…”

For PNC Bank, Boring is Essential 

The Boring is Essential campaign by Arnold Worldwide does a brilliant job of making how boring PNC is a value proposition. The spot is replete with hilariously boring cliches of retirement (‘Boca?’), of vacation ( funny pink umbrella drink), and cliche risky activity (like gas station sushi—is that still a thing?). The ad proposes that “This is why PNC strives to be boring with your money – pragmatic, calculated, kind of boring.”

The words you want to hear from your bank

At 0:22 of the spot, our hero of boring is lounging inside a bouncy castle, saying “smart, dependable, and steady — all words you want from your bank” right on the beat of the bouncing kids behind him, brilliantly touching a key marketing trigger — kids require consistency, including consistent money, to leave them free to be chaotic in the playground. There is no fear-mongering here — a consumer’s biggest concerns are just routine, daily life.

According to Bloomberg Television, boring is a word that is popping up on many investor relations calls in the banking sector, which is surely what investors might want to hear. In our own research, we have seen data supporting investors’ desire to smooth out volatility at every level — from consumer to mass affluent to ultra-high net worth.

PNC Bank demonstrate that when all signs point to a need, brands have to respond, but to truly gain ownership of an idea, like this timely antidote to volatility, a very well-written ad will win every time.

Bravo, Arnold Worldwide.