Santander

Santander

This was a weird one.

Banco Santander Global had just initiated a deal with Robert De Niro to appear in a commercial campaign in Poland, a deal which included a $75 MM interest-free loan to buy property in Shanghai.

However, Mr. De Niro, after seeing and hating the campaign concept, expressed his intent to back out of the deal. He would opt back in if and only if he could see and approve the concept himself first. On went the global competition to create TV concepts that would meet the liking of the two-time Academy Award winner. We didn't have one idea he liked. We had three.

Why was Santander so hell-bent on using Robert De Niro in a spot somewhere in the world? I don't know. But I'm glad they were.

Ultimately this concept helped launch Santander in the US. And also built a 5-star 1920s style boutique hotel in Shanghai.

With CDs: John Kearse, Rob Kottkamp
Art:Matt Sharp (Art)
Directed by Jim Jenkins