Actor Lamorne Morris gets behind the desk as helpful BMO banker

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News Release

For Immediate Release

BMO launches a new face in its evolution of the BMO Effect

March 27, 2019, Chicago – Today, BMO introduces “New Girl” actor Lamorne Morris as its new spokesperson in its latest campaign created by FCB. Over the course of the campaign, Lamorne will play a BMO employee, showing up with his Help Desk in unconventional settings to provide people with helpful advice whenever, wherever they need it. Situations range from a date night at a restaurant, to a couple relaxing in a pool.

“At BMO, we’re committed to helping our customers on their terms, in a human and personal way. This work brings that idea to life through Lamorne’s friendly, go-out-of-his-way-to-help approach and the humor of the help desk appearing in unexpected situations,” said Jennifer Carli, VP North American Brand & Enterprise Content, BMO Financial Group.

The campaign builds on the brand’s existing BMO Effect work, emphasizing the bank’s commitment to customer service and digital innovation.

“As we looked for a character to personify the brand, we needed someone who was approachable and witty, but also trustworthy. For us, Lamorne was the perfect choice,” said Nancy Crimi-Lamanna, CCO, FCB.

The campaign begins March 25 in the U.S. with two TV spots starring the Chicago native. The first ad promotes high-interest savings. The second spot, which promotes the BMO Harris Smart Advantage Account, will air in May, when the spots will also debut in Canada with an ad promoting the Cashback Mastercard. The campaign will be amplified digitally and on social media.

View the launch U.S. spot:




Client: BMO
VP North American Brand & Enterprise Content : Jennifer Carli
Director, U.S. Brand and Sponsorships Advertising: Michael Sanders
Director, Canadian Brand and Sponsorships Advertising: Deny Soto
Senior Advertising Manager: Shelley Johnsen
Assistant Advertising Manager: Geoff Hutchinson


Creative Agency: FCB Canada

Chief Creative Officer: Nancy Crimi-Lamanna


Group Creative Directors: Andrew MacPhee & Jeremiah McNama

Art Directors: Michael Morelli & Ben Playford

Copywriters: Austin Marrow, Marty Hoefkes, Josh Haupert



Group Creative Directors: Andrew MacPhee & Jeremiah McNama

Art Directors – Sanna Kula, Perle Arteta & Gira Moin

Copywriters – Scott Sickle, Sara Radovanovich & Nimy Leshinski

Agency Producer: Anne-Marie Martignago
VP, Managing Director: Tracy Little

VP, Group Account Director: Erin Howes

Account Director: Allison Lochhead

Account Executive: Ali Gayowski


Project Manager: Elizabeth Lane


Chief Strategy Officer: Shelley Brown

Planning Director: Eryn LeMesurier


Production House: Steam Films

Director: Benji Weinstein

DP: Brian Newman

Executive Producer: Krista Marshall

Producer: Andrew Graham

Production Manager: Alan Kuipers


Editing House: Saints Editorial

Editor: Aaron Dark

Producer: Tory Osler

Assistant Editor: Kelsey Dale-McGrath


Online: Alter Ego

Artist: Eric Perrella

Producer: Pallavi Joshi-Firby

Casting House: Powerhouse Casting

Casting Director: Tristan Abraham & Andrew Hayes


Audio House: Apollo Studios

Music Director: Daenen Bramberger

Executive Producer: Tom Hutch

Engineer: Ethan Myers


Media Agency: UM

Manager, Connection Planning: Katey Gault

Manager, Portfolio Management US: Nicholas Pantano

Director, Connection Planning: Lily Tran

Partner, Portfolio Management US: Andrea Hable

Manager, Investments: Jonathan Ross
Senior Buyer, Investments: Shadab Zaman

Partner, Integrated Investments US: Jennifer Lyon



About BMO

About BMO Financial Group

Serving customers for 200 years and counting, BMO is a highly diversified financial services provider – the 8th largest bank, by assets, in North America. With total assets of $807 billion as of January 31, 2019, and a team of diverse and highly engaged employees, BMO provides a broad range of personal and commercial banking, wealth management and investment banking products and services to more than 12 million customers and conducts business through three operating groups: Personal and Commercial Banking, BMO Wealth Management and BMO Capital Markets.

About FCB

About FCB Global & FCB Canada

FCB (Foote, Cone & Belding) is a global, fully-integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on creating “Never Finished” campaign ideas for clients that reflect a deep understanding of the brand’s past, a respect for the present and an anticipation of the future potential. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). With operations in Toronto and Montreal that include FCB Health (healthcare marketing), Fuelcontent (content creation), FCB/SIX (CRM) and Segal, (licensing); FCB Canada was named Digital Agency of the Year in 2016, 2017, and 2018 by Strategy and is the most awarded Canadian creative agency at Cannes Lions 2017 and 2018 (winning 23 Lions). FCB Canada is proud to serve some of the world’s most admired brands including Air Canada, BMO, BMW, Beiersdorf, Clorox, Destination Ontario, Mondelez International, the Ontario Lottery and Gaming Corporation (OLG), and The Home Depot. To learn more about FCB Canada visit or and follow us on Twitter and Instagram: @FCB_Toronto.



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