Matt LeBlanc Rebrands Nubank for 30th anniversary of Friends Campaign

Continuing its campaign celebrating the 30th anniversary of Friends, Nubank presents in Brazil the short film Nubanc, starring actor Matt LeBlanc. The film’s release follows the installation of four replicas of the iconic purple doors from the series around São Paulo and precedes the opening of The FRIENDS Experience exhibit at Shopping Cidade São Paulo on November 28th of 2024.

In the short film, Matt LeBlanc decides to start his own bank - Nubanc - to overcome the bureaucratic hurdles of traditional financial services. News of this reaches Brazil, prompting Nubank executives to initiate a partnership with the actor. The short is filled with hidden Friends references, also known as Easter eggs, offering an extra dose of nostalgia to fans.

The video was created by the agency Wieden+Kennedy Sao Paulo, with contributions from the actor himself. Five additional films are part of the campaign, featuring Matt LeBlanc exploring the benefits Nubank offers its customers, such as Nubank+, FGTS, and Nu Limite Garantido, highlighting the simplicity and speed of managing everything through the app.

“Nubank had a brilliant idea that I loved from the start. They are an inspiration for people looking to improve their lives. I’m proud to be part of this project and hope Brazilians enjoy Nubanc as much as I did,” says Matt LeBlanc.

“We seek genuine connections with our customers' world and authentic ways to convey our message,” says Juliana Roschel, CMO of Nubank. “Friends holds a special place in the hearts of Brazilians. We are incredibly proud to bring both The FRIENDS Experience and this unique collaboration with Matt to life,” she adds. Juliana also highlights a curious habit among Nubank customers. “We’ve noticed dozens of Pix transactions with the famous Joey line, ‘How you doing,’ and many business accounts named Central Perk. It’s a great tribute to our customers.”

The campaign will run across TV, social media, online and offline media, and in partnership with content creators, amplifying dialogue and interaction with audiences across Brazil. “Co-creating stories that spark genuine conversations is a privilege. Producing this original content with NU and Matt LeBlanc showcases the impact of a brand that is both relevant and deeply rooted in Brazilian culture. Friends has touched multiple generations, so we honour our customers and fans with a piece that goes beyond advertising—a true entertainment work with the NU essence,” says João Caetano Brasil, group creative director at Wieden+Kennedy Sao Paulo.