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Ahead of Investment Season, Scotiabank’s latest work titled, “Intrusive Thoughts” comes from the bank’s Investments line of business and encourages Canadians to enjoy today without worrying about affording tomorrow. 

The 360 campaign, which went live on digital channels in December and launched mass in January, is anchored by a :30s spot that follows a woman, unable to concentrate in a yoga class, being overcome with her financial worries. She hears words like ‘wallet’ and ‘money,’ taking her out of the present. 

Thankfully, the woman’s worries are eased as she speaks with her Scotiabank advisor. Together, they get started on a plan to help her reach her investment goals, highlighting Scotiabank’s Smart Investor platform that provides Canadians with access to real, personalised advice, as well as set and manage your goals, allowing them to take a step back from financial stress.

“We know that amid money and financial stressors, many Canadians are worried about reaching their future financial goals,” said John Rocco, vice-president of global brand management at Scotiabank. “We want to help Canadians enjoy their ‘today’ by helping them feel secure about ‘tomorrow.’”  

“We kicked off the new year with a new spot about the Bank’s evolution of You’re Richer Than You Think, which has been resonating with Canadians. All of our marketing – including Intrusive Thoughts – ladders back up to our masterbrand platform,” said Laura Curtis Ferrera, global chief marketing officer at Scotiabank. “We’re committed to leading with empathy and prioritising real, tailored advice for Canadians in a campaign that feels relatable and optimistic.”

“We set out to make something that felt aspirational, without being overly stylized. We found a beautiful, architectural space to create our studio that felt fresh and unexpected,” said Michelle Spivak, group creative director at Rethink. “Playing with unconventional angles helped us build intensity.”

More on finding the perfect activity for the spot, Spivak added, “Yoga is a practice that requires focus, attention and calm. It’s a popular de-stressor for so many Canadians. But it’s also a place where we’re often stuck with our thoughts. We liked the juxtaposition.” 

“While this spot is comedic, we didn’t want it to feel slapstick,” said Jenai Kershaw, copywriter at Rethink. “It was important to us that the situation felt rooted in reality, and that the humour came through as a situation that we've all been in."

Kennedy Choi, art director at Rethink added, “The music plays a key role in building and resolving the tension. We added a twist to soothing meditation sounds to really convey the stress that our hero felt when overwhelmed by her worries.”

“Headlines about the economy often forecast uncertainty, doom and gloom. These worries show up in our daily lives, distracting us from important moments, and especially the moments where we’re supposed to be most at rest,” said Crystal Sales, group strategy director at Rethink. “But investing can be an antidote to that – to feel more secure about achieving short and long-term financial goals, like saving for family vacations, covering school tuition, owning a home or investing for retirement.”

The Bank’s AORs led the campaign, with Rethink on creative and PHD for media. In addition to the hero 0:30s, there are :15s cutdowns running across TV and radio. The campaign is supported with digital, social, and DOOH creative in English and French.