PNC Bank Celebrates the Power of Routine in 'Boring Before Brilliance'

Last year, PNC Bank turned a blank slate into a breakaway brand built on distinction, resonance, and memorability through its 'Brilliantly Boring Since 1865' brand platform.

This week, PNC Bank and AOR Arnold have spotlighted the brand’s Boring Before Brilliance content series, featuring three elite athletes whose 'boring' routines are the foundation of their most brilliant moments: Professional baseball pitcher Paul Skenes, IndyCar legend Scott Dixon, and professional golfer Steve Stricker. The series flips the script on what greatness really looks like, showing that the unglamorous work is what puts them at the top of their game.

Each athlete has their own story, but this culminating campaign pulls all three athletes into one creative piece to further promote the series and its overarching philosophy – Boring Before Brilliance are stories about overcoming obstacles, accomplishing big dreams, and celebrating all the work that goes unnoticed behind the scenes.

"This campaign transcends sports – it’s a celebration of the universal journey we all share, from overcoming challenges to achieving big wins," said Sarah Taylor, managing director at Arnold. "The drive and attention to detail, which may seem boring on the surface, are the fuel behind the massive successes seen by these athletes. These are the same qualities people should expect from their bank: commitment, dedication, and diligence."

PNC Bank’s 'Brilliantly Boring Since 1865' brand platform is all about how while other banks might be willing to take risks with your money, PNC’s philosophy is quite simple: to be brilliantly boring with your money, so you can be happily fulfilled with your life.

Campaign elements for the series include a dedicated website, display banners, and paid social.