Paralympic wheelchair racer Josh Cassidy is seen floating in a simulated zero-gravity chamber in Bank of Montreal’s (BMO) latest ad.
The television ad, created by FCB Canada, is part of the BMO’s yearlong “Wish it Forward” campaign, which was unveiled earlier this year to mark the the bank’s 200th birthday. To celebrate its bicentennial, BMO is encouraging people to submit their wishes online or by visiting one of the interactive fountains it created for a chance to have their wish granted.
In the ad starring Cassidy, his wife has wished that he could fly, which is why he’s seen floating in and spinning around a zero-gravity chamber. While he floats, she tearfully watches him via a video stream so she can see her wish come true.
“We asked FCB to help us encourage people to participate in our anniversary by making a wish for someone they love, or their community” said Connie Stefankiewicz, chief marketing officer of BMO, in a statement. “When they presented the concept for Weightless as an expression of the feeling we're trying to create, it moved us. We loved how deeply personal and human it was and how it will inspire people to dream big when they make a wish.”
“BMO’s bicentennial is the perfect moment in time to bring BMO’s brand purpose to life. After all, what’s more human than wanting to make wishes come true for others,” added Nancy Crimi-Lamanna, chief creative officer at FCB Toronto. “In this spot, we tell the love story of a couple and the transformative power of wishing for something greater than yourself.”
According to BMO, more than 18,000 wishes have been tossed into the bank’s “digital fountain” to date.