Paintings Spring to Life in this Passionate Russian Bank Ad

Russian agency Voskhod has turned to the art world for a dreamlike new ad for Tochka Bank that’s all about passion.

Unfurling in a gallery packed with cold, shallow money men, the passionless and cynical audience watches as painting after painting comes to life. It pits the calculated, dry world of traditional banking against a brand that has been built to accommodate entrepreneurs who are driven by love and passion to make the world a better place.

Positioning Tochka Bank as ‘the wrong bank’, the voice over reveals all of the ways the brand operates differently or ‘wrong’. The creative is all about the one principle that the brand says drives them – the love of their clients. That, they say, motivates them to ‘break the mold’ and situates the brand as an ‘outsider’ or challenger brand.

The spot is produced by Daddy’s Film Production and directed by Ilya Naishuller. Ilya is known for his bombastic promos like the first-person ultra violent Bad Motherfucker and the reverse circus catastrophe Kolschik and is represented by Great Guns outside of Russia . This time Ilya has taken a more hypnotically surreal approach as he conjures up scenes from historic oil paintings, tinged with renaissance era verve and classical mythology.