The Itaú Uniclass campaign "Make it to the top" positions the brand as a personalized financial partner committed to supporting clients’ individual ambitions and progress. By featuring TV host Marcos Mion in a narrative that highlights his personal journey, the campaign humanizes the brand’s promise: Itaú Uniclass offers tailored financial solutions, dedicated management, and exclusive benefits designed to help medium-income clients advance toward their goals. The association with Marcos Mion’s real-life story and his encounter with his idol, Sylvester Stallone, reinforces the message of perseverance, aspiration, and achievement, aligning the brand with the values of determination and upward mobility.
The campaign’s market strategy leverages emotional storytelling and celebrity endorsement to resonate deeply with clients who seek both practical financial products and an inspiring, relatable relationship with their bank. The creative angle—Marcos Mion portrayed as himself but personalized as ‘Marcos’—draws a clear connection between the individual’s unique journey and the bank’s bespoke service offerings. By choosing a widely respected public figure in a medium-income bracket, the campaign targets Itaú Uniclass’s core segment effectively, making the brand message more authentic and engaging. The use of a culturally iconic setting (the Philadelphia Art Museum steps) and the motivational soundtrack further amplify the narrative’s emotional impact, encouraging clients to see the bank as a partner in their ascent, not just a service provider. This strategic blend of personalized narrative and aspirational imagery seeks to strengthen client loyalty through a shared sense of progress and empowerment.
FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres.
This campaign clearly borrows iconic elements from the "Rocky" film series—most notably the Philadelphia Art Museum stairs, the "Gonna Fly Now" soundtrack, and the presence of Sylvester Stallone—melding them with the personal journey of Marcos Mion. By recreating the culturally embedded "climb to the top," the creative device resonates via borrowed cinematic form, using these recognizable tropes to symbolize clients’ upward financial journeys with Itaú Uniclass, while also leveraging well-known personalities for added impact.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Bradesco Prime – Positioned as a premium banking segment focused on high-net-worth individuals, Bradesco Prime offers personalized wealth management, exclusive products, and tailored financial advisory services. Its strategic angle emphasizes trust, tradition, and comprehensive private banking solutions combined with digital innovation for affluent clients.
2. Santander Select – Santander Select targets affluent and upper-middle-class clients with a focus on personalized banking experiences, investment opportunities, and premium credit products. It differentiates itself through strong international presence, innovative digital tools, and dedicated relationship managers delivering customized financial solutions.
3. Banco do Brasil Estilo – Banco do Brasil’s Estilo segment caters to medium to high-income clients, combining the bank’s extensive branch network with customized services, exclusive products, and privileged access to investment and credit lines. It leverages public trust and governmental ties for stability and broad financial offerings.
4. Safra Private Banking – Safra’s Private Banking division appeals to wealthy clients by emphasizing personalized asset management, sophisticated investment strategies, and privacy. Its strategic focus is centered on conservative wealth preservation, high-touch client service, and leveraging its global banking expertise.
5. XP Private – XP Private delivers premium financial advisory and investment services targeted at affluent clients seeking comprehensive wealth management. Differentiated by a strong digital-first approach and extensive product offerings, XP Private leverages technology and market expertise to empower clients’ financial growth and independence.
Q: What is Itaú Uniclass - Make it to the top about?
A: Itaú Uniclass - Make it to the top is a 2023 campaign created by GALERIA.ag for Itaú Uniclass, the premium segment of Itaú Unibanco targeting medium-income clients in Brazil’s finance market. The campaign centers on a 60-second film starring TV host Marcos Mion, who is portrayed as an individual named Marcos rather than his public persona. The narrative follows Marcos ascending the iconic Philadelphia Art Museum stairs, culminating in an inspiring encounter with his idol Sylvester Stallone. This creative approach highlights Itaú Uniclass’s personalized financial services, dedicated management, and exclusive benefits designed to help clients achieve their ambitions.
Q: What creative device does Itaú Uniclass - Make it to the top use?
A: Itaú Uniclass - Make it to the top employs FORMAT#12 PARODY OR BORROWED FORMAT from Clapboard’s 12-format taxonomy. The campaign borrows iconic elements from the Rocky film series, including the Philadelphia Art Museum stairs, the motivational soundtrack Gonna Fly Now by Bill Conti, and the presence of Sylvester Stallone. This cinematic borrowing creates a familiar cultural reference that symbolizes clients’ upward financial journey, blending pop culture with the personal story of Marcos Mion to deliver an emotionally resonant and aspirational message.
Q: What is the campaign proposition for Itaú Uniclass - Make it to the top?
A: The campaign proposition for Itaú Uniclass - Make it to the top positions the brand as a personalized financial partner committed to supporting medium-income clients’ individual ambitions and progress. By featuring Marcos Mion’s personal journey and his encounter with his idol Sylvester Stallone, the campaign communicates perseverance, aspiration, and achievement. Itaú Uniclass offers tailored financial solutions, dedicated managers, and exclusive benefits that encourage clients to advance toward their goals, emphasizing an authentic and inspiring relationship beyond traditional banking services.
Q: How does Itaú Uniclass - Make it to the top rank in Clapboard's archive?
A: Itaú Uniclass - Make it to the top holds a Clapboard Campaign Score of 62/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in combining emotional storytelling, celebrity endorsement, and culturally resonant imagery to engage its target audience within the competitive finance sector.
Q: Who are the competitors in Itaú Uniclass’s category?
A: Itaú Uniclass competes with several premium banking segments in Brazil’s finance market. Bradesco Prime targets high-net-worth individuals with personalized wealth management and digital innovation. Santander Select focuses on affluent and upper-middle-class clients offering personalized banking experiences and international reach. Banco do Brasil Estilo serves medium to high-income clients with extensive branch networks and exclusive financial products. Safra Private Banking appeals to wealthy clients emphasizing conservative asset management and privacy. XP Private delivers premium advisory and investment services with a strong digital-first approach for affluent clients seeking comprehensive wealth management.
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