BBDO San Francisco Kicks Out the Doubt in Campaign for Wells Fargo Advisors

Wells Fargo Advisors has recently launched a new campaign, encouraging investors to consider the company for personal investment planning advice. Amidst what has been a turbulent 12 months in the marketplace, now, more than ever, many consumers are facing confusion around their investing decisions. A financial advisor from Wells Fargo Advisors can help investors quiet second guessing with a second opinion on their investment plan.

The work flips the confidence-building narrative that many competitors take on its head, by appealing to consumers’ own self-doubt when it comes to investment knowledge in a hyper-relatable way. This was a strategic choice based on research showing that affluent consumers (the brand’s target), believe they’re succeeding in many aspects of life, yet they lack confidence in their investing decisions. 

The creative depicts people’s self-doubt as a disheveled doppelganger, appearing unexpectedly and encouraging them to kick out their doubt with the help of a financial advisor from Wells Fargo Advisors.

The 'Kick out the Doubt' campaign, developed with creative agency partner BBDO San Francisco, includes four new spots that will run on TV and OLV, with accompanying digital and social assets. 

The campaign is targeted at both existing Wells Fargo banking customers who might not be aware of the company’s investment services, and new customers alike. TVCs will air nationally during the Wells Fargo Championship Golf Tournament, and will run now through the fall in four markets: Charlotte, Houston, Minneapolis, and Philadelphia.