Boring Creates Brilliant Outcomes in New Content Series from PNC Bank

Jordan P. Kelley, Content Director, BrandStorytelling

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Building on the success of its new brand platform, "Brilliantly Boring," PNC Bank is expanding its message through innovative sports and entertainment partnerships and content. The platform, which emphasizes the bank’s reliable and responsible approach to banking, showcases how such diligence can lead to exciting and fulfilling customer outcomes. Now, PNC is translating this ethos into its collaborations, starting with a compelling new film series "Boring Before Brilliance".

The series kicks off with a collaboration with Chip Ganassi Racing and six-time IndyCar champion Scott Dixon. Created in partnership with Arnold, PNC’s creative agency of record, and the award-winning DLP Media Group, this docu-style film series spotlights the often overlooked but crucial moments that pave the way for brilliance. DLP Media Group is renowned for its work on ESPN’s “30 for 30,” adding a layer of storytelling expertise to the project.

In the debut film, Dixon delves into the meticulous and often mundane aspects of his preparation for the high-adrenaline sport of IndyCar racing. The film captures Dixon’s routine before his victorious run at the 2024 Acura Grand Prix at Long Beach, offering viewers a rare glimpse into the precise and focused efforts that have earned him the nickname "Ice Man." From analyzing extensive data to using unconventional methods like listening to whale songs for concentration, Dixon’s journey underscores the theme that brilliance is built on a foundation of diligence.

“Society is all about celebrating brilliance: the wins, the success, the fame. But millions of boring moments are what make the brilliant ones possible,” noted James Bray, Executive Creative Director at Arnold. “Working in collaboration with DLP, we were able to capture these fascinating nuances on film. And for Scott Dixon, speed is definitely in the details.”

The campaign was strategically timed to maximize its impact. A 30-second teaser ad premiered on May 19 during the Indy 500 qualifying race broadcast on NBC, followed by a comprehensive promotional push across various social media platforms including Meta, X, YouTube, and PNC.com. This rollout led up to the highly anticipated Indy 500 event over Memorial Day weekend.

“We’re so excited to launch the first film in this new series and continue to connect our philosophy of being ‘Brilliantly Boring’ to other facets of our organization and in culture, starting with our sports and entertainment partnerships,” said Jenn Garbach, CMO at PNC Bank.

Through "Boring Before Brilliance," PNC Bank highlights the unseen efforts that drive extraordinary outcomes, reinforcing its brand values of reliability and responsibility.