A new campaign from Scotiabank is continuing the brand’s efforts to place its work in a real-world context, to set their advertising apart.

The brand recently launched its “Bank More Life” campaign, which aims to show clients the ways in which its Everyday Banking packages and other services can enrich their lives. The new campaign sees a man shopping at a market to prepare for a visit from his grandmother, before finding his grandmother is more impressed by a ripe tomato growing in the man’s garden, and the time they spend together preparing it.

The goal of the new creative is to resonate with a broad audience through a relatable feeling of spending more to impress guests, especially when it’s family. Scotiabank vice president of global brand management John Rocco says the brand wants clients to feel secure in their financial situations, so they can bank more quality time in the rest of their lives.

“The banking package and tools allow him to budget, so you see what he can do to make this reunion more special,” Rocco says about the campaign. “So it’s not just about the product, it’s about the role the product plays in making your life richer.”

The campaign is part of Scotiabank’s overall effort to create marketing that tells real and meaningful stories behind its clients, as opposed to average, more generic bank ads that show branches and advisors.

Rethink, Scotiabank’s AOR, led creative and strategy on the campaign, while PHD handled the media buy. Rethink group creative director Michelle Spivak says the agency wanted to tell a heartfelt and insightful story that spoke to the ideas behind Scotiabank’s offerings. She adds it’s designed to build on past work, with every piece of marketing building on empathetic efforts to show the bank’s customers in ways that feel real and true.

The campaign follows Scotiabank’s “Perfect Morning” spot, which highlights diversity in Canada by celebrating the stories of newcomers to the country. The campaign, along with “Bank More Life” all ladders back to the brand’s “You’re Richer Than You Think” platform in an overall effort from the bank to send the message that there’s more to life than money.

Rocco adds that the bank has found a sweet spot in its marketing by messaging on the customer-first role its products play and its benefits, rooted in relatable insight with a nice emotional story.

The campaign launched earlier this month, anchored by a 60-second spot, with 30-second and 15-second cutdowns. It’s running across English and French Canada.