RBC makes someone’s someday, today

The bank is using storytelling techniques in the latest leg of its "Someday" campaign.


More marketers are speaking directly to the first- and second-generation Canadians who make this country one of the most multicultural in the world. Foreign-born Canadians, alone, make up about 20% of the population. And then there are their children, who continue to shape and contribute to the country’s ever-evolving culture.

RBC has made headway with Canadians originally from other countries, and it’s continuing those efforts to connect with consumers of all backgrounds with a new “Someday” story of a second-generation Canadian that just started airing.

The story below shows a young woman visiting her parents’ hometown in India, and telling viewers about the sacrifices they made to give her the best possible home in Canada. She didn’t know if she would ever be able to visit her parents’ birthplace, with the burdens of tuition and work. So, naturally, RBC was there to help, and the rest is advertising history.