Chase What Matters
The new JP Morgan Chase campaign is aimed at unifying its consumer advertising, streamlining its message and stretching the dollars it spends. Rather than create imagery that’s just aspirational, Chase has chosen to talk about the things they do for customers in its campaign Chase what Matters. The campaign, like most banking campaigns tries to differentiate itself by using imagery rather than any tangible difference. BrandWeek Magazine puts it best in a scathing review of the work. “The agency press release gave clues that the new campaign didn’t have a strong strategic position. After the first sentence that announces the launch of the new campaign, the second sentence reads, “Shot by director Steve Rogers, the black/white/blue TV executions create a unique and contemporary look and feel in the category.” See a thumbnail ad in this review in The Times.