Wells Fargo Features a Lesbian Couple in Its First Big Campaign From BBDO

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Wells Fargo has new advertising campaign out, and they’ve chosen to follow the inclusive trend of including a same-sex couple.

This is big news considering Wells Fargo is the second largest U.S. bank by number of branches

New ad features two women practicing sign language before they meet the deaf girl they plan to adopt.


It’s unclear at the beginning of the ad why the women, individually, are learning how to sign. That becomes apparent when, together, they meet the girl, and one of the women signs, “We’re going to be your new mommies.”


The ad, which was directed by Lance Acord and edited by Exile’s Matthew Murphy, ends with a female voice saying…

Everyone works hard for a reason. Working together, we can help you prepare financially for when two becomes three. Together we’ll go far.”

This will be the first of nine TV ads in a broader push that breaks Monday and runs throughout the year.

The adverts come from the agency BBDO and also includes social media marketing and print, outdoor, digital and radio ads.

Other TV ads tell the stories of small-business owners managing sales calls, a truck driver collecting momentos for his daughter and a retired woman taking her older friend to a hair salon.

And as in “Sign Language,” the characters are diverse. One small business, for example, is run by an Hispanic family and the retired woman is black. (Acento co-created the Hispanic ad with BBDO and BBDO, the other one.)

For Wells Fargo, the goal is to reflect the diversity of its customers and get beyond products and services to tell emotional stories that illustrate universal truths, according to chief marketing officer Jamie Moldafsky.

The ad with the lesbian couple, for instance, captures emotions that any couple feels when adopting a child.

Moldafsky acknowledged the likehood of backlash for the ad’s portrayal of a same-sex couple, but she noted that Wells Fargo is a longtime supporter of the LGBT community and, since 2009, has had a unit that specializes in financial advice for same-sex couples.

We really felt that this is a great way to both represent the notion of family and adoption—which is obviously a very important part of our community and many of our customers’ lives—and we do it in a way that felt very true to our perspective about diversity and inclusion.”


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