Marcus by Goldman Sachs enlists singing suburban dad for consumer campaign

Some people may think of Goldman Sachs as an investment bank only for those with lots of disposable income. But with Marcus by Goldman Sachs, the company is taking a more consumer-facing approach to marketing, encouraging those of all financial levels to save and invest.

Managing finances can seem daunting and many consumers find themselves stuck in a cycle of inertia that prevents them from exploring their options. Marcus by Goldman Sachs wants to put an end to this and motivate consumers to take control of their finances.

To promote its services, the bank has brought in a middle-aged suburban dad type to literally sing its praises.

Marcus is debuting a new creative campaign in partnership with 72andSunny New York, aiming to tackle consumer relationships with money and show that ‘You Can Money.’ The musical films humorously showcase the confidence gained by consumers who have taken control of their own finances with the help of Marcus.

In ‘Capable Dad,’ the main character is in his house singing that, because of the higher interest returns he gets, he can do the things he wants, such as rewire the bathroom or be a dentist for the dog, or weld a sidecar to his motorcycle. In ‘Porch Contest’ the dad sings of earning more than his neighbor, if there was such a competitive streak among the two.

“With Marcus by Goldman Sachs savings and lending products, our goal is to empower consumers," said Dustin Cohn, head of brand and marketing communications, Marcus by Goldman Sachs. "We want to encourage consumers to explore their options and find real value.

"Through humor and song, we look to break through the media clutter to get consumers’ attention and educate them that they can earn more interest on their savings. The tone suggests confidence and pride in one’s ability to quickly and easily earn more money. ’You can money’ is a statement of encouragement. It is intended to spread optimism and confidence, while highlighting the benefits of our products.”

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.