Bank of America's new campaign drops BBDO's "Bank of Opportunity" positioning in favor of highlighting its facilitator role, with a "Life's better when we're connected" theme. WPP, named agency of record in May, is taking a backseat to Hill Holliday, which made the spots for the campaign, including one that shows a series of family portraits in reverse time, marking milestones in a family's history. Another spot highlights the bank's financing of a Volkswagen factory and uses a similar theme. "I think [the public is] going to see that we're behaving differently and they'll see a more human company," says Meredith Verdone, head of brand marketing.

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