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Boring is Essential - Video Marketing Examples #149

Boring is Essential - Video Marketing Examples #149

Adam Hayes
March 20, 2024

^{Obligatory disclaimer: This isn't an ad or sponsored content. We simply wanted to share this analysis with you as a great, recent example of video marketing.}

What’s one critical thing people say about your brand?

And, when you really think about it, is that ‘criticism’ highlighting a weakness…or a strength?

Here’s an amazing example of a brand taking on this exact question.

PNC Bank offers a range of financial services including checking and savings accounts, credit cards, mortgages and loans.

Pretty boring, right?

But, well…is boring really a bad thing?

Do you want some gung-ho risk junkie handling your finances?

In many ways, PNC claim in this brilliant ad - Boring is Essential!

❝

You know what's brilliant? Boring. Think about it. Boring is the unsung catalyst for bold. What straps bold to a rocket and hurdles it into space? Boring does! Boring is the jumping-off point for all the un-boring things we do. Boring makes vacations happen, early retirements possible, and startups start up - because it's smart, dependable, and steady - all words you want from your bank! Taking chances is for skateboarding and gas station sushi, not banking. That's why PNC Bank strives to be boring with your money - pragmatic, calculated…kind of boring. It's simple, really. For nearly 160 years, PNC Bank has had one goal: to be brilliantly boring with your money so you can be happily fulfilled with your life, which is pretty un-boring if you think about it. Thank you, Boring!

The company strapline ‘Brilliantly Boring Since 1865’ ties it all together.

Feeling inspired?

In this example we see a brand that doesn’t shy away from criticism, or try to deflect.

They don’t try to change minds.

Instead they embrace that criticism and totally own it. Celebrate it!

Yeah, we’re boring. But that means we’re smart, dependable and steady - all words you want from your bank! (Verbatim quote, btw.)

What are the ‘bad things’ people say about YOUR brand?

Rather than trying to persuade them otherwise, you can build campaigns and ads - like PNC Bank - that lean into them and demonstrate them as strengths.

They say we’re…	But that means we’re…	And that’s a good thing because…
Slow	Steady, perfectionists, quality, careful	The best cratftmanship takes time and the end product justifies the wait.
Expensive	Luxurious, long-lasting	You get what you pay for. Buy cheap, buy twice!
Unfashionable	Timeless, stylish, traditional.	Some things never go out of fashion.
Generic	Focused on product, not glitz and fluff.	The product is so good we don’t need to make it stand out. Just try it…

Want some extra help with getting your own story straight? We’ve created over 3,000 videos for clients all around the world and helped brand after brand polish and hone their unique story.

Click the button and let’s chat!