Sports spectators will likely see a bull cross their television screens this summer, and it will not be from the annual running of the bulls in Pamplona, Spain.
Merrill Lynch Wealth Management has launched a new television advertising campaign with two 30-second commercials drawing from its traditional bull logo.
The commercials intentionally draw from the firm’s traditional emblem, and are aimed at reminding clients what the firm can do for them today through both Merrill Lynch and the bank, according to Justine Metz, head of marketing for Bank of America Global Wealth & Investment Management.
“Clients are concerned about the economy, they’re looking for solutions and how they should be investing,” Metz said. “We’re trying to help our clients move from this stage of caution, of a little bit of inertia, of a little bit of confusion to taking action, to moving forward."
The televisions spots, created with advertising agency Hill Holliday, are also aimed at helping to make Merrill Lynch’s advisors feel supported and motivated, Metz said.
The two commercials began running in late May and will continue through September. They will air during sporting events including the British golf open, Wimbledon tennis, the U.S. Open, the NBA playoffs and college football games.
In addition, Merrill Lynch advertising can also be seen at stadiums through Major League Baseball sponsorships and at Bank of America ATMs, and can be heard on the radio.