Actor Lamorne Morris gets behind the desk as helpful BMO banker BMO launches a new face in its evolution of the BMO Effect

BMO introduces “New Girl” actor Lamorne Morris as its new spokesperson in its latest campaign created by FCB. Over the course of the campaign, Lamorne will play a BMO employee, showing up with his Help Desk in unconventional settings to provide people with helpful advice whenever, wherever they need it. Situations range from date night at a restaurant to a couple relaxing in a pool.

“At BMO, we’re committed to helping our customers on their terms, in a human and personal way. This work brings that idea to life through Lamorne’s friendly, go-out-of-his-way-to-help approach and the humor of the help desk appearing in unexpected situations,” said Jennifer Carli, VP North American Brand & Enterprise Content, BMO Financial Group. 

The campaign builds on the brand’s existing BMO Effect work, emphasizing the bank’s commitment to customer service and digital innovation.

“As we looked for a character to personify the brand, we needed someone who was approachable and witty, but also trustworthy. For us, Lamorne was the perfect choice,” said Nancy Crimi-Lamanna, CCO, FCB.

The campaign begins March 25 in the U.S. with two TV spots starring the Chicago native. The first ad promotes high-interest savings.  The second spot, which promotes the BMO Harris Smart Advantage Account, will air in May, when the spots will also debut in Canada with an ad promoting the Cashback Mastercard. The campaign will be amplified digitally and on social media.

Client: BMO

VP North American Brand & Enterprise Content : Jennifer Carli

Director, U.S. Brand and Sponsorships Advertising: Michael Sanders

Director, Canadian Brand and Sponsorships Advertising: Deny Soto

Senior Advertising Manager: Shelley Johnsen

Assistant Advertising Manager: Geoff Hutchinson

Creative Agency: FCB Canada

Chief Creative Officer: Nancy Crimi-Lamanna

Broadcast:

Group Creative Directors: Andrew MacPhee & Jeremiah McNama

Art Directors: Michael Morelli & Ben Playford

Copywriters: Austin Marrow, Marty Hoefkes, Josh Haupert

Digital:             

Group Creative Directors: Andrew MacPhee & Jeremiah McNama

Art Directors: Sanna Kula, Perle Arteta & Gira Moin

Copywriters: Scott Sickle, Sara Radovanovich & Nimy Leshinski

Agency Producer: Anne-Marie Martignago 

VP, Managing Director: Tracy Little

VP, Group Account Director: Erin Howes

Account Director: Allison Lochhead

Account Executive: Ali Gayowski

Project Manager: Elizabeth Lane

Chief Strategy Officer: Shelley Brown

Planning Director: Eryn LeMesurier

Production

Production House: Steam Films

Director: Benji Weinstein

DP: Brian Newman

Executive Producer: Krista Marshall

Producer: Andrew Graham

Production Manager: Alan Kuipers

Editing House: Saints Editorial

Editor: Aaron Dark

Producer: Tory Osler

Assistant Editor: Kelsey Dale-McGrath

Online: Alter Ego

Artist:  Eric Perrella

Producer: Pallavi Joshi-Firby

Casting House:  Powerhouse Casting

Casting Director: Tristan Abraham & Andrew Hayes

Audio House: Apollo Studios

Music Director:  Daenen Bramberger

Executive Producer: Tom Hutch

Engineer: Ethan Myers

Media Agency: UM

Manager, Connection Planning: Katey Gault

Manager, Portfolio Management US: Nicholas Pantano

Director, Connection Planning: Lily Tran

Partner, Portfolio Management US: Andrea Hable

Manager, Investments: Jonathan Ross

Senior Buyer, Investments: Shadab Zaman

Partner, Integrated Investments US: Jennifer Lyon