Rhea Perlman Joins an Orchestra in Her Commercial Debut for BNY Mellon

In another ‘out of the box’ advertising move by BNY Mellon Wealth Management, the firm is running a new TV spot featuring actress Rhea Perlman as a surprise concert replacement for  violinist and conductor Itzhak Perlman. The ad, created by TBWA\Chiat\Day New York, is a tongue-in-cheek metaphor about the importance of having the right expert managing your money.

The spot is Rhea Perlman’s first appearance in a commercial and is a new iteration of the firm’s "A Different Kind of Wealth Manager" TV campaign launched in 2014.

Recently described by Barron’s as a “quiet giant” of the industry, BNY Mellon Wealth Management is a leading wealth manager. BNY Mellon has been cited as one of the safest U.S. banks with over 230 years of experience.

The new ad underscores an important differentiator for BNY Mellon Wealth Management. “Many investors think that when you hire a wealth manager, they are actually managing your money. But in fact that’s become increasingly rare. BNY Mellon Wealth Management stands out for actually managing clients’ investments ourselves with our own experts,” said BNY Mellon Wealth Management CEO Larry Hughes. “The ad is intended to drive that point home with humor, a nice switch from the ‘grandpa at the end of the dock’ kind of ad you often see for wealth management companies.”

The campaign, which includes TV, digital and social, will run through the end of 2015.

“BNY Mellon Wealth management is a different kind of wealth manager. Not only in the way they do business, but in how they speak as a brand,” said Matt Ian, Executive Creative Director at TBWA\Chiat\Day NY. “This spot conveys a key difference, in a different way: as a humorous twist on the often dry subject of money management. And the legendary Rhea Perlman is the icing on the cake."