Everyone works hard for a reason. Those reasons are why a bank exists, to work right along side you, helping you accomplish whatever it is you’re working toward. Each execution in this campaign reveals the reason why someone is working hard and how the bank helps them in that pursuit.

To ensure a realistic depiction of the two women and the girl, we cast for real couples and a child who is actually deaf.

The two women, Brynn and Alissa, are a real couple who have been together many years and are the parents of a 1-year-old. Brynn, the woman with the dark hair, makes a living as an actor, but Alissa had never acted before. The casting director went to a school for the deaf to find the child. That’s how we discovered Jovianne, who has been deaf since birth. She also has never acted.

In the first week of the campaign, the spot garnered over 350MM total earned media impressions -- and beyond being well-loved, it sparked a much-needed conversation about gender, marriage equality, and families with same-sex couples. The spot was picked up organically by Huffington Post, Buzzfeed, E-online, LGBT Weekly, and 100+ other publications. The spot is now the most “liked” YouTube video Wells Fargo has ever produced, with over 6,000 thumbs-up in just the first week. It received over 2,700 external social mentions, achieving over 18MM social impressions, with 47% positive sentiment, and less than 1% negative sentiment – which is unprecedented for Wells Fargo, especially being in the financial services category.

While formal results aren’t in yet, we expect the business impact to be significant. Brand linkage is incredibly high for the film and many individuals have expressed their gratitude to Wells Fargo for creating a positive message about gender, marriage equality, and adoption – and many have publicly shared their intentions to switch banks in support. However, Wells Fargo didn’t air this spot for the business effect, but instead because it reflected the soul of their company and sends a positive message that transcends advertising and the banking category.