Cheer Leaders: Bank Of America To Debut New Olympic Ad Campaign

By Tripp Mickle, Staff Writer, SportsBusiness Journal

Bank of America is poised to roll out its Olympic advertising campaign Saturday, debuting a mix of TV, radio and print advertising in conjunction with the U.S. Olympic Trials. The centerpiece of the effort is the bank’s new 30-second television ad, which was filmed in its Charlotte HQs during the U.S. Olympic Trials for Canoe & Kayak. The ad showcases individuals expressing their support for Team USA through everything from waving flags and twirling pom-poms to having USA painted across their chests. It directs viewers to the bank’s Web site, americascheer.com, and encourages them to get U.S. Olympic team logos on their checks and check cards. Craig Auerbach, the bank’s Olympic Sponsorship Exec, said, “One of the things we saw as we were creating the content that became the ad was people’s enthusiasm and excitement as they wanted to go and support Team USA. That’s the essence of the message we’re trying to convey.” The ad debuts in conjunction with NBC’s coverage of the U.S. National Team Trials for Track & Field and will run nationally and locally in Boston, Charlotte, Chicago, DC,  L.A., Miami, N.Y. and S.F. leading up to and through the Beijing Olympics.