We created “The Power of US,” campaign, highlighting the relationship between U.S. Bank, its clients, its people and its products. To achieve this, we developed a campaign that leans into the iconicity of the U.S. Bank Brand. The campaign touches on experiences that will resonate with a large range of people, from business owners to new parents, and even U.S. Bank employees and institutional bankers.

The campaign is centered around a brand film, “All In,” and subsequent spots “Adulting,” “Enjoying the Rewards” and “Perfect Merger.” Viewers may recognize a familiar voice — actor Jake Gyllenhaal.

Each story told is rooted in the idea that U.S. Bank understands what actually goes into achieving your goals. And while the end result is something to celebrate, it takes a partner who is there with you every step of the way. Because there’s nothing as powerful, as the power of us.

Using the power of the Superconductor, we were able to develop AI audiences that both informed and evaluated the campaign, a competitive analysis that highlighted the opportunity open to U.S. Bank, and a strategy that focused on unlocking latent equity in the brand. The campaign was developed in partnership across business lines, a process which allowed U.S. Bank to look inward at their organization and connect with what distinguishes the bank from its peers.