This new PNC Bank spot showcases Boring Before Brilliance
Six-Time IndyCar Champion Scott Dixon shows how boring creates brilliant outcomes in new content series from PNC Bank.
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On the heels of PNC Bank’s successful new brand platform, Brilliantly Boring, which highlights how PNC’s reliable and responsible approach to banking results in exciting and fulfilling outcomes for its customers, the brand is taking its philosophy of Brilliantly Boring to its sports and entertainment partnerships.
PNC has teamed up with Chip Ganassi Racing and IndyCar driver Scott Dixon for the first installment of Boring Before Brilliance, a new film series, featuring athletes, artists, and musicians, that provides an inside look into the boring moments that fuel the brilliant ones. The series was created in partnership with creative AOR Arnold and DLP Media Group, the award-winning production company behind ESPN’s 30 for 30, among other sports- focused documentaries.
Credits
powered by
- Agency Arnold Worldwide/Boston
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Credits
powered by
- Agency Arnold Worldwide/Boston
- Executive Creative Director James Bray
Credits
powered by
- Agency Arnold Worldwide/Boston
- Executive Creative Director James Bray
The docu-style film interviews Dixon, who is a six-time IndyCar champion and longtime partner of PNC Bank, about the unseen, un-glorious and often rigorous details that go into the thrilling sport of IndyCar racing. Filmed right before his winning run at the 2024 Acura Grand Prix at Long Beach, the film captures Dixon in his element, from diving deep into the data to zenning out to whale songs, Dixon gives viewers a peek into the hyper-focused process that has helped him earn the nickname "Ice Man."
“Society is all about celebrating brilliance: the wins, the success, the fame. But millions of boring moments are what make the brilliant ones possible,” said James Bray, Executive Creative Director from Arnold. “Working in collaboration with DLP, we were able to capture these fascinating nuances on film. And for Scott Dixon, speed is definitely in the details.”
“We’re so excited to launch the first film in this new series and continue to connect our philosophy of being ‘Brilliantly Boring’ to other facets of our organisation and in culture, starting with our sports and entertainment partnerships,” said Jenn Garbach, CMO at PNC Bank.
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