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Bank of America unveils new slogan

Visitors to Bank of America’s website are now getting a taste of the bank’s new slogan: “Life’s better when we’re connected.”

A video newly posted on the bank’s website lays out the essence of the campaign, which was more than a year in the making.

“Nobody gets up in the morning and says, ‘The thing I want to do today is bank,’ ” Chief Information Officer Laurie Readhead starts off the video by saying. One by one, a dozen bank employees describe an emphasis on trust and human connection.

“We’re dealing with more than just dollars and information,” says another employee. “These are people’s lives.”

A half-dozen TV ads in the new campaign aim to tell customers’ personal stories; for example, how Bank of America’s cash-back credit card helped buy a new dog and plan a wedding anniversary; or how a Bank of America loan helped launch a popular Chicago restaurant.

The new slogan is the bank’s first in more than six years, when it rolled out the “Bank of Opportunity” campaign. Since then, the Charlotte bank has suffered a number of hits to its public image, such as mortgage problems stemming from its acquisition of subprime lender Countrywide Financial Corp., and its short-lived plan to charge some customers $5 for using their debit cards.

Bank of America announced in January 2012 that it would shop around for a new ad agency, and picked WPP to be its agency of record in May.

The bank also said it would send more assignments to Hill Holliday. The Boston-based company has also handled ads for Chili’s and Major League Baseball. Bank of America’s chief marketing officer, Anne Finucane, once worked at the firm.

The bank told industry publication Ad Age on Friday that the new slogan is meant to show some “humility.”

Dunn: 704-358-5235 Twitter: @andrew_dunn
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