Knowing that too often African-American fathers are greatly underrepresented in advertising communications, “Dress Up" and "Fort" highlight the relationship that African-American dads share with their children and demonstrate that Wells Fargo not only recognizes that bond, but also has tools and services that allow them to continue to focus on what matters—family.
This led us into also embracing a message about security. We knew that African-Americans work very hard to be able to provide their children with experiences that they didn’t have. So it was critical for them to know Wells Fargo’s initiative in ‘Proactively Advancing Security,' so they could feel confident that their hard-earned money was safe and secure.
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