A new campaign from Capital One, built upon the financial brand’s “Belief” platform, is returning to the motivational well and showing how it can help Canadians succeed with the help of its suite of credit services.

When the platform launched last year, it turned the lens on Capital One’s clients, setting aside the brand’s old catchphrase of “What’s in your wallet?” to instead encourage them to ask what they see in themselves. This new iteration takes that aspirational messaging a step forward by showing how, with Capital One in their corner, clients can better “unlock opportunities and reach their goals,” says Jessi Rosin, senior brand manager at the financial services company.

“Capital One believes that we can help Canadians achieve their financial goals by providing the right access, the right tools and the right products,” she adds. “We understand that every Canadian is unique with a different lived experience, each on their own financial journey, and we believe credit has an important role on the path to financial wellbeing. Everyone deserves to have someone in their corner.”

The campaign is anchored by a 30-second spot, “Anthem,” that is airing on YouTube, connected TV, and social (including Facebook and Twitch). The spot, developed with creative AOR Anomaly, “places Capital One’s customers at its core,” says Rosin, with the ultimate goal of making an impact on how Canadians see both themselves and the brand itself. Rounding out the effort are radio, digital and OOH buys, which were handled by Jungle Media.

“Capital One’s commitment to customers’ success with credit is one of our biggest differentiators and we wanted that commitment – that belief – to be the main takeaway in this spot,” she adds.

To hammer home a more inclusive message, the brand also committed to a more representative production process.

For the spot, specifically, Capital One Canada pledged to have at least two-thirds of the directors included in its bidding process be women or non-binary individuals. The company also sought to ensure 60% of crew hired to key production roles be women or non-binary individuals. Ultimately, the brand tapped director Aleysa Young to lead the production, with the two crews hired for the campaign consisting of 80% and 71% women in key roles, including two up-and-coming professionals who shadowed the director and producer.

These efforts were fundamental to the campaign because “we know that women are disproportionately impacted by the stress of economic uncertainty and face deep, complex barriers that permeate their lives,” says Rosin. “Capital One Canada is aligning this focus across our business and this brand diversity, inclusion and belonging production pledge is just one extension.”

The spot launched today and will run into 2024, Rosin says. FleishmanHillard HighRoad and its Mosaic DEI practice helped handle PR and “ensure our pledge is an authentic representation of our company’s diversity, inclusion and belonging commitments.”