Longtime friends and collaborators Martin Short and Steve Martin have earned multiple Emmy Awards and Golden Globe Awards nominations for playing perpetually bickering friends in Hulu series Only Murders in the Building. Now the duo brings the same dynamic to the first commercial work they’ve done together, in agency BBDO New York’s debut campaign for Wells Fargo consumer credit cards.
The spots emphasize the benefits of Wells Fargo’s Active Cash Credit Card, as Short repeatedly winds up paying for Martin and enjoying the 2% cashback rewards, even as he gets stuck with the bill. Short talks up the perk as Martin makes excuses that he only has Euros while they shop for books that he plans to use as paperweights.
When buying candles that Short hopes will cover up the overpowering smell of Martin’s cologne, the latter reveals that he’s only carrying nickels. After gorging on lobster and oysters, Martin runs off to the bathroom as soon as the check arrives.
The films are filled with self-deprecating jokes and gentle barbs at each other’s expense, like Martin explaining that it takes a lot of calories to be funny, which is why Short only eats salads.
Wells Fargo enlisted the duo because the brand wanted likeable, down-to-earth characters who could help position the credit card as a solution for smart, pragmatic people.
“The thing that most impressed us about Steve Martin and Martin Short was how much they cared about the creative,” BBDO senior creative directors Randy van Kleeck and Mike Tunney told ADWEEK. “They wanted the commercials to be good, so they engaged in multiple writing sessions, wrote tons of jokes and even pitched scripts to our clients on a Zoom call. I guess that comedic work ethic is why their careers have lasted so long.”
The “Be a 2%er” campaign will run across TV, online video, digital, social and owned properties. The goal is to create an ongoing partnership with the comedians that Wells Fargo can continue to build on.
CREDITS
Creative agency: BBDO New York
Chief creative officer of the Americas: Chris Beresford-Hill
CCO, BBDO NY: Matt MacDonald
Executive creative directors: Greg Ketchum, Marc Klein
Senior creative directors: Randy van Kleeck, Mike Tunney
Executive vice president, director of content production: Alex Gianni
Executive producer: Tara Toliver
Senior music producer: Melissa Chester
Senior account director: Kristen Roche
Account director: Elizabeth Maini
Account manager: Alyssa Scheible
Senior group strategy director: Shireen Jiwan
Senior connections planner: Carly Duris
Business affairs manager: Nancy Espinal
Associate talent director: Pamela Smith
Project management director: Nick Vitale
Executive director, marketing science: Steve Viglione
Manager, marketing science: Karli Wachtel
Production company: Biscuit Filmworks
Director: Aaron Stoller
Founding partner: Shawn Lacy
Head of production: Sean Moody
Director of production: Corey Walter
Executive producers: Andrew Travelstead, Holly Vega
Line producer: Mala Vasan
Production designer: Anthony Gasparro
Editorial company: Arcade
Editor: Jeff Ferruzzo
Assistant editor: Laurel Metzler
Executive producer/partner: Sila Soyer
Senior post producer: Andrew Cravotta
Celebrity talent management: The Marketing Arm
Senior vp, celebrity and influencer: Matt Fleming
Color correct: Coffee + TV
Colorist: Paul Harrison
Co-founder/executive producer: Chris Chard
Celebrity writing consultant
Writer: Matt Roberts
Music: Storefront
Composers: John “Scrapper” Sneider, Adam Elk
Executive producer: Kristen Messier
Music producer: Katie Theobalds
Audio: Sound Lounge
Audio engineer: Tom Jucarone
Executive producer: Dana Villarreal
VFX/finishing: Fancy House of VFX
Executive creative director, founder: Randie Swanberg
Creative director, owner: Mario Caserta
Executive producer, head of production: Alex Tracy
Senior producer: Janine Conway
Lead flame artist: Mark Woit
Flame artist: Jared Pollack
Motion graphics designer: Apollo Baldoz
VFX tech operations manager: Andrew Santanastaso
Tech operations: Hope Bankert
Client: Wells Fargo Credit Cards
Head of credit card marketing: Marcia Osborne
Head of credit card advertising, brand & entertainment: Casey Wolberg
VP credit card advertising: Patricia Burgos
