Scotiabank Transforms Internet’s Rudest Question Into Life-Affirming Flex

“So, what do you make?” says some TikToker, or a recruiter sizing you up, or that awkward uncle you only see once a year for a holiday dinner. This historically rude question has basically become its own genre of content online – but no matter how many people are asked it, the answer is always about money.

Well, for once, something more than a salary comes to mind in Scotiabank’s latest campaign for its iconic platform: ‘You’re Richer Than You Think’.

Launching against the backdrop of holiday bonuses and spending spikes, the brand offers a timely reminder that being rich is about more than just money.

The hero film answers the question “what do you make” from the perspective of an average Canadian – like a statistically average Canadian, whose life was inspired by actual averages of the population to prove that, as the voiceover puts it, “we make a life that is by no means average”.

It’s reinforced by a :30 spot that depicts the day-in-the-life of a nurse, a vocation that makes something truly spectacular each and every shift.

You’ll also see shorter, product-focused creative for investments and day-to-day banking rolling out right alongside the main brand work. These spots are meant to give you quick, clear, and motivating reasons to believe, and they keep that same high-quality craft and emotion the brand is known for.

For investments, Scotiabank reminds you to put your money into what you’re actually invested in, from love and relationships to medical school and music lessons. When it comes to everyday banking, the bank encourages you to make more of your day-to-day, whether that’s by collecting Scene+ points while you’re sleeping or by using Scotiabank’s Savings Tools.

“For over 19 years, ‘You’re Richer Than You Think’ has been Scotiabank’s tagline, proving the value of creative consistency across product and brand to drive business results,” says Laura Curtis Ferrera, chief marketing officer at Scotiabank. “Defining ‘richness’ has been an evolutionary journey as we continue to see the world through our Clients’ eyes to understand what’s important to them, from their point of view at every moment of their lives.”

“A seemingly average life is anything but,” said Mike Dubrick, partner and CCO, Rethink. ‘What do you make’ has become a common question - but the truth is, we make so much more than we think.”

The creative and strategy work was led by Rethink and media by PHD.