Bigger
October 15, 2012 by Screenmag
New work from Deutsch for PNC Bank today – the bank is taking aim at confusing credit card terms and fees (though we at Screen weren’t aware that any credit card terms were simple except in ads).
With credit card issuers bombarding consumers with claims, percentages and confusing offers (usually all at once), PNC decided to launch the “CashBuilder” credit card.
The spot, from Deutsch NY took a single-minded and clear approach to emphasize what the card actually offers: a percentage back on nearly every purchase— 75 percent more than cards earning 1 percent cash back. That’s 1.75 percent for those who are counting.
The spot, titled “Bigger,” speaks directly to the sensibilities of people who expect more from their cash back credit card through a series of highly visual vignettes.
Credits:
Production Company:
Person Films - Culver City, CA
Director: Michael Haussman
Director of Photography: PaulCameron
Executive Producer: Rebecca Skinner
Producer: Ron Mohrhoff
Head of Production: Doron Kauper
Editorial: Lost Planet
New York, NY
Editor(s): Charlie Johnston
Assistant Editor(s): Adam Witten & Bobby Nabipour
Others: (Producer): Lisa Barnable
Post Facility: CO3
New York, NY
Colorist: Tim Masick
Visual Effects Company: Black Hole
New York, NY
Flame Producer: Tim Vierling
Flame Artist: Tim Farell
Music/Licensed Music
Tracks: HUMAN
New York, NY
Composer(s): Matthew O’Malley / Gareth Williams
Audio Post Company: Sonic Union
New York, NY
Mixer: Steve Rosen
Shoot Location: Culver City, CA