Creative in association withGear Seven

IndyCar Champion Scott Dixon Creates Brilliance from Boring in PNC Bank Series

Advertising Agency
Boston, USA
Arnold Worldwide content series highlights how the banks reliable and responsible approach results in exciting and fulfilling outcomes

On the heels of PNC Bank’s successful new brand platform, Brilliantly Boring – which highlights how PNC’s reliable and responsible approach to banking results in exciting and fulfilling outcomes for its customers – the brand is taking its philosophy of Brilliantly Boring to its sports and entertainment partnerships.

PNC has teamed up with Chip Ganassi Racing and IndyCar driver Scott Dixon for the first instalment of 'Boring Before Brilliance,' a new film series – featuring athletes, artists, and musicians – that provides an inside look into the boring moments that fuel the brilliant ones. The series was created in partnership with creative AOR Arnold and DLP Media Group, the award-winning production company behind ESPN’s '30 for 30,' among other sports- focused documentaries.

The docu-style film interviews Scott, who is a six-time IndyCar champion and long time partner of PNC Bank – about the unseen, un-glorious and often rigorous details that go into the thrilling sport of IndyCar racing. Filmed right before his winning run at the 2024 Acura Grand Prix at Long Beach, the film captures Scott in his element – from diving deep into the data to zenning out to whale songs, Scott gives viewers a peek into the hyper-focused process that has helped him earn the nickname 'Ice Man.'

“Society is all about celebrating brilliance: the wins, the success, the fame. But millions of boring moments are what make the brilliant ones possible,” said James Bray, executive creative director from Arnold. “Working in collaboration with DLP, we were able to capture these fascinating nuances on film. And for Scott Dixon, speed is definitely in the details.”

A :30 teaser ad will first run on 5/19 on NBC during the Indy 500 qualifying race broadcast, and will be promoted on paid and organic social channels including Meta, X, YouTube and ahead of the Indy 500, which takes place Memorial Day weekend on May 26th.

“We’re so excited to launch the first film in this new series and continue to connect our philosophy of being ‘Brilliantly Boring’ to other facets of our organization and in culture, starting with our sports and entertainment partnerships,” said Jenn Garbach, CMO at PNC Bank.

Agency / Creative