Harmon Brothers Disrupt the Historically Dry Finance World With Sardonic Office Takeover Guy

The Mormon ad brothers who brought us Squatty Potty's pooping unicorn are back

Profits Unlimited, an arm of Banyan Hill Publishing, offers investment advice to Main Street (not Wall Street). - Credit by Profits Unlimited
Headshot of Mónica Marie Zorrilla

As the U.S. continues to struggle with Covid-19, some Americans have used these uncertain times as an opportunity to scale their financial portfolio. Per a Fidelity Investments Market Sentiment Study released in May, 15% of Americans have been investing more into the stock market during the pandemic.

But what about the everyday Americans who want to start building their portfolios, but don’t know where to start? In comes investment system and weekly tech stock newsletter Profits Unlimited, edited by a team of advisers led by Paul Mampilly, a 30-year Wall Street veteran.

While the concept sounds intriguing, investment ads aren’t known for being exciting. Harmon Brothers, the Utah-based social media ad agency behind viral commercial blockbuster hits for Chatbooks, FiberFix, Poo-Pourri, Purple and Squatty Potty, aims to put the fun in finances with their campaign for Profits Unlimited.

“Office Takeover” stars Corey Landis, who balances sardonic quips about making regrettable life choices like having kids at age 40 while touting Profits Unlimited’s investment subscription service in the 3-minute spot. Its this combination of slightly outrageous office antics and the hyping-up of a stock investment product for Main Street Americans—per Harmon Brothers—that makes it one of the most successful ads the agency has created since its ode to body odor for Lume deodorant.


Daniel Harmon, chief creative officer at Harmon Brothers, wanted to create a character who reflected the product’s disruption of the traditional world of investment.

To make a historically dry subject like the finances come across as relatable, Harmon Brothers employed their not-so-secret marketing formula of “sales first, art second.”

“Whenever we can clearly explain what a product is while entertaining you,” Harmon continued, “is a win to us.”

When the agency advertises a digital product like Profits Unlimited, the challenge comes in making it feel tangible, which is why it was crucial to cast someone like Landis who could bring levity (like nonchalantly putting a hole-in-one through an office window).

“When we’re marketing a financial newsletter, it’s a bit more ambiguous than, say, a stool that makes you poop better,” Harmon noted. “So we have to make the problem, solution and everything else feel a little more concrete and grounded.”

In this challenging economic climate, Harmon Brothers wanted to be sensitive to the situation while also retaining comic chops and capturing the promise of taking control of your financial future. “We knew we needed to infuse a message of confidence and hope into this ad, which is exactly the messaging that has led Profits Unlimited to such great success over the years,” Harmon said.

CREDITS:

Chief Creative Director | Daniel Harmon
Creative Director | Jonny Vance
Creative Director | Nick Ritter
Co-Director | Jonny Vance
Co-Director | Nick Ritter
2Nd Cd | Shane Rickard
Co-Lead Writer | Jessica Rigby
Co-Lead Writer | Kelly Vrooman
Writer | Zach Atherton
Writer | Britt Ellsworth
Producer | Bryan Fugal
Assistant Producer | Joshua Stofferahn
Unit Production Manager | Tiffani Barth
1St Ad | Keith Grover
2Nd Ad | Joshua Stofferahn
Key Pa | Mario Deangelis
Script Supervisor | Kat Peterson
Public Health Supervisor | Adriele Fugal
Director Of Photography | Tyler Stevens
Assistant Camera | Austin Haack
Gaffer | Phil Shepherd
Key Grip | Kevin Woodward
Electric | Danny Shepherd
Grip | Keali’i Johnson
Production Designer | Jonas Sappington
Leadman | Kent Everet
Props | Hunter Nelson
Hair/Makeup | Rachel Clark

Wardrobe/Costume | Rebecca Berry
Sound Mixer | Josh Hone
Craft Services | Fat Boy Catering
Location Manager | Adam Bohl
Teleprompter | Ryan Deans
Teleprompter | Stacia Barton
Casting | Ben Cummins
On-Set Vfx Supervisor | Nick Ritter

Storyboard Artist | Chantal Itkin
Animatic | Ryan Powell
Post Production Supervisor | Bryson Alley
Lead Editor | Blake Brust
Dit/Asst Edit | Blake Brust
Graphics Lead | Gibson Smith
Graphic Designer | Mike Henderson
Graphic Designer | Lauren Kunz
Graphic Designer | Ron Merrell
Motion Graphics | Jeremy Dance
Motion Graphics | Ron Merrell
Vfx Lead | Bryson Alley
Sound Design | Stephen Henderson
Account Managers | Kurt Horn &Amp; Emily Mclean
Cast
Bill (Spokesman) | Corey Landis
Myrtle | Laurie Harrop-Purser
Paul Mampilly | Himself
Richard “Dick” | James Andrews


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@monicroqueta monica.zorrilla@adweek.com Mónica is a breaking news reporter at Adweek.
Publish date: August 4, 2020 https://dev.adweek.com/brand-marketing/harmon-brothers-disrupt-the-historically-dry-finance-world-with-sardonic-office-takeover-guy/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT