New Work

U.S. Bank Launches "The Power of Possible" Campaign

Published on January 25th, 2016

Today, U.S. Bank (NYSE: USB), the fifth largest commercial bank in the United States, unveils a new brand position and “The Power of Possible” campaign, marking a modernized customer brand refresh stretching across the entire organization.

The new brand position and advertising campaign reaffirms the bank’s dedication to helping consumers and businesses achieve their financial goals and objectives while unifying all aspects of the company’s communications under a single, focused platform.

“’The Power of Possible’ is a declaration of our purpose and putting our customers at the center of everything we do,” said Kate Quinn, executive vice president, chief strategy and reputation officer of U.S. Bank. “We’ve unified how we communicate and meet the changing needs of our customers, how we deliver our products and services and engage with our communities. This campaign demonstrates how we are working to help our customers build healthy, prosperous and successful financial futures.”

U.S. Bank’s creative agency of record, Carmichael Lynch, developed “The Power of Possible” campaign, featuring television, out-of-home, print, digital, social and radio advertising, and new brand materials at more than 3,000 U.S. Bank branches. The campaign was informed by an updated brand positioning strategy and visual identity system defined by U.S. Bank’s brand agency of record Little & Company.

Social marketing agency of record, Spong, is also implementing a full activation plan, including local market events and social media engagement.


The campaign speaks directly to U.S. Bank’s customers and their values, bringing together the financial strength and stability of the bank’s business, its strong ethical framework and its customer-centric philosophy.

“It’s an emotional thing when you interact with a bank, because you’re usually there for something that really matters to you,” said Marty Senn, Carmichael Lynch’s chief creative officer. “So along with our partners at U.S. Bank, we wanted to develop work that reflected that emotion and that relationship, which isn’t just about transactions but championing people’s idea of what’s possible in their lives.”

“The Power of Possible” campaign launches with two brand spots – “House” and “Restaurant” – directed by the two-time DGA and Emmy award winner, Nicolai Fuglsig.


In this commercial, a man and woman take that first step toward building their family home. What begins in their imagination ends with the realization of their goal, with U.S. Bank being their partner along the way.


In this commercial, a pair of entrepreneurs demonstrate that the first step to doing anything is believing you can do anything. What starts as their personal passion to build a small business soon becomes a stunning reality, with U.S. Bank being their partner and support along the way.

The two brand spots above are accompanied by a national business-to-business commercial, “Lights”, directed by acclaimed director, Patrick Daughters.


U.S. Bank is a tremendous partner to businesses large and small. In this commercial, we see an office come to life in the morning, dramatizing the new and ever-changing opportunities and possibilities that businesses encounter every day.