The American cartoon “Popeye” features a character named J. Wellington Wimpy, whose catchphrase “I’ll gladly pay you Tuesday for a hamburger today” has long been a pop culture reference used to illustrate fiscal irresponsibility.

Thanks to Bank of America’s mobile banking app, Wimpy is finally making good on his word. In this animated TV spot for Bank of America, Wimpy uses his mobile phone to pay back his friends for kindly fronting him money for his beloved hamburgers. The 30 second spot perfectly captures the classic, hand-drawn animation style and feel of Popeye from the 1930s and ’40s.

More than two million U.S. soldiers have been affected by their service in Iraq and Afghanistan. Multiply that number by spouses, children, family, and friends, and the seriousness and scope of the issue become enormous. The campaign was created to meet this issue head-on in a way that was simple and powerful: help people connect; make every connection count for something that matters; and do so at culturally relevant moments (Memorial Day, Fourth of July, and Veterans Day) in places where they felt a greater sense of connection and community (Times Square, NASCAR, MLB and NFL events).

At the completion of the three-month campaign, there was a 256% increase in consumer engagement compared to the 2012 campaign, and we exceeded our $1,000,000 donation goal by 15%. In today’s world, where it’s challenging for financial brands to inspire anything like trust or likability, the campaign succeeded in fostering a shared value with participants, triggering positive response and sentiment. As a result, the Bank’s customer ratings for key brand metrics (such as "supports organizations or causes I care about") were significantly higher compared to readings from earlier in 2013.