Bank of America’s New Ad Campaign Signals Commitment to Do Better

It seems it’s bye-bye to Kiefer Sutherland hello to connecting for Bank of America‘s new TV spots. One of them is below:

The TV spots are part of a broader marketing initiative called “Life’s Better When You’re Connected,” according to Ernesto Anguilla, a press contact for Bank of America. More ads are viewable at the bank’s YouTube channel.

“The effort was started by Brian Moynihan years ago to address legacy issues,” Anguilla said. “The campaign signifies Bank of America’s commitment to do better.”

As part of the campaign, Bank of America has given over its Times Square billboard from April 5 through midnight April 8, to not-for-profit partners, and the response for those partners has been good, according to Anguilla.

The campaign also includes a partnership with the Khan Academy, a free online school that teaches across a wide range of subjects. Together with the Khan Academy, Bank of America launched the site bettermoneyhabits.com, a free site offering financial advice and guidance. This offering is very much in the spirit of Financial Literacy Month, taking place now.

The “Connected” campaign also includes newspaper advertising, billboards, digital advertising, and even ads in airports in places such as London and Hong Kong. In other words, you’re probably going to see one of these ads soon, if you haven’t already.

The bank is also undergoing transformations at the branch, closing many branches last year and updating layouts in new branches. Video banking at Bank of America will debut in a Boston branch later this month. And despite any public relations woes, the bank’s stock doubled in 2012 and is set to buy back stock and perhaps hand out dividends soon.

More information on the Connect campaign is available at bankofamerica.com/connect.

Bank of America is the nation’s largest bank in terms of retail customer funds, holding more than $510 billion in deposits.

UPDATE: AdWeek named the Portraits ad above the Ad of the Day today.