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Martel et Compagnie
465 rue McGill, 8e Etage
Montreal, Quebec H2Y 2H1
+514 525 4290

Jean-Pierre Martel

President & Chief Creative Officer


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Bank of America Delivers “Commencement” Speech to United States of America

Leo Burnett Chicago and Bank of America proclaim “tomorrow starts today” in their first-ever campaign together.

It’s a defining moment in our lives. So much has happened, and yet so much awaits us. Better days are coming. This is the start of a new phase. This is America’s “Commencement.”

Leo Burnett Chicago has debuted its first campaign for Bank of America as part of the integrated Groupe Connect team, creating a strong, resonant message to reach Americans everywhere. Harmonizing small-town sentiment with big-hearted hope for the future, the short film uses soulful cinematography and a powerful voiceover to guide us all forward.

“The idea was simple: deliver a commencement speech to America. An inspiring message to the entire country—its people, communities and businesses to remind them of their resilience, ingenuity and capacity to move forward, no matter what,” said Liz Taylor, CCO of Leo Burnett Worldwide. “The resonant voice of Oscar-winner Viola Davis, beautiful scenes of light returning to our favorite places, a new interpretation of the age-old gospel song, ‘This Little Light of Mine.’ I can’t think of a better, more stirring way to commence this next stage in all our lives, and to commence our new relationship with Bank of America.”

Directed remotely by Ringan Ledwidge, the spot spans community landscapes across our country, bringing them into clearer view as dawn breaks on horizons and lights literally begin to turn on in stores and homes.

While we don’t see a single person, it’s clear that the light is meant for us, all of us, as we step into this new chapter of our lives.

June 16, 2020