Bank of America Debuts Next Phase of "Bank of Opportunity" Campaign

Series of new TV commercials encourages American consumers to save; Introduces new product innovations that create saving opportunities

Bank of America will debut the next phase of its Bank of Opportunity campaign this week that encourages the American consumer to achieve their financial goals through savings and financial planning. The series of new TV commercials also promotes the bank’s innovative new savings products that create opportunities for consumers to navigate these uncertain economic times with back-to-basics financial strategies.

“Americans across all income and education levels are feeling significant economic pressure and are unsure of how to juggle multiple financial priorities,” said Anne M. Finucane, Chief Marketing Officer, Bank of America. “Our new campaign underscores Bank of America’s commitment to creating opportunities that help people get back to the basics of disciplined saving, careful budgeting and monitored spending. The new creative also illustrates America’s energetic and action-oriented culture of pursuing and achieving worthwhile endeavors like building a strong financial foundation.”

One of the new TV commercials (:30) presents classic American symbols saved or collected by consumersrusty old tractors, plastic bottles, the bald eagle, redwood trees and our national parks among others—to highlight how money can likewise be saved through Bank of America’s product solutions, including its innovative Risk Free CDT, new Select Money Market Savings account and popular Keep the Changer savings program.

A second TV spot (:30) asks the question, “Who says it’s okay to leave change sitting around?” and promotes the bank’s popular Keep the Change savings program. The commercial features images of how loose change can add up and points to how customers have saved over a billion dollars since Keep the Change launched nearly two years ago.

As part of the new campaign, Bank of America is scheduled to air additional TV commercials featuring the bank’s new Risk Free CD, mobile banking and popular affinity banking products that enable consumers to both save and show their passion for NASCAR, Major League Baseball and the U.S. Olympic Team.

“Bank of America provides customers with financial opportunities best suited for their needs now and in the future. Whether they are just beginning to save or have a long term financial goal, we are with them every step of the way,” said Susan Faulkner, Deposits and Student Lending executive, Bank of America. “Our recent milestone of customers saving more than one billion dollars through our innovative Keep the Change savings program is a terrific example of our commitment. Like Keep the Change, our newest CD and money market savings product offerings can also help consumers to easily save while giving them the flexibility to access and use their money when they need it.”

The series of new TV commercials is part of broad, national integrated campaign, which includes a mix of national and local television, radio, print and online advertising. The new ads are scheduled to air on both broadcast network and national cable channels, including ABC, CBS, NBC, FOX, CNBC, MSNBC, HGTV, Discovery Channel and TLC, and run in a variety of primetime and sports programming, including American Idol, Dancing with the Stars, Grey’s Anatomy and NCIS.

The new creative will also lead into a financial education campaign currently being developed by Bank of America that focuses on helping consumers realize their financial opportunity.

An integrated team of agencies, led by BBDO-New York, worked with Bank of America to develop the new creative. Visit www.bankofamerica.com/AmericaSaves to learn more about Bank of America’s savings solutions.

About Bank of America
Bank of America is one of the world’s largest financial institutions, serving individual consumers, small and middle market businesses and large corporations with a full range of banking, investing, asset management and other financial and risk-management products and services. The company provides unmatched convenience in the United States, serving more than 59 million consumer and small business relationships with more than 6,100 retail banking offices, nearly 18,500 ATMs and award-winning online banking with nearly 25 million active users. Bank of America is the number one overall Small Business Administration (SBA) lender in the United States and the number one SBA lender to minority-owned small businesses. The company serves clients in more than 150 countries and has relationships with 99 percent of the U.S. Fortune 500 companies and 83 percent of the Fortune Global 500. Bank of America Corporation stock (NYSE: BAC) is a component of the Dow Jones Industrial Average and is listed on the New York Stock Exchange.

www.bankofamerica.com

EDITOR’S NOTE: Visit http://newsroom.bankofamerica.com/index.php?s=press_kit&item=10 to view examples of the new campaign.

Primary Contact:
Joe Goode
Bank of America
(617) 434-7314
joseph.l.goode@bankofamerica.com

Secondary Contact:
Diane Wagner
Bank of America
(312) 828-2932
diane.wagner@bankofamerica.com