Janelle Monáe might have a knack for fixing mysteries, as seen throughout her current flip in Glass Onion, however their newest challenge goals to take the guesswork out of investing in an ever-changing monetary panorama. 

The award-winning singer, songwriter and actor teamed up with Morgan Stanley for “Outdated Faculty Grit. New World Concepts,” the model’s new international marketing campaign created with new company accomplice, Lippincott.

The 90-second spot juxtaposes Monáe’s easy and regular narration with fast cuts of boxers, runners, bankers and an assortment of on a regular basis folks. It highlights the numerous methods the expertise of seasoned professionals, mixed with the innovation of recent pondering and expertise, proves to be an asset price investing in. At one level, Monáe acknowledges the funding agency “might appear to be a contradiction” earlier than cheekily declaring, “… and we’re.”

Morgan Stanley/Lippincott

“At 87 years outdated, we nonetheless see the world with the marvel of latest eyes,” says Monáe, because the digicam cuts to an aged man holding a child, a transparent nod to the storied establishment’s new course. 

The marketing campaign—directed by Brazilian directing duo Salsa, with images by Pep Ávila—launched on Jan. 24 and options 15- and 30-second variations of the spot that may run on CNN, Bloomberg and different linear channels. There can even be digital, print, out-of-home, social and audio elements, together with new media partnerships with Condé Nast Traveler, Vogue and Individuals Journal. 

The agency notes artistic from the marketing campaign can even be built-in into upcoming sponsorships, together with The Gamers Championship and partnerships with the nonprofit, First Tee. 

“This marketing campaign actually underscores our dedication to delivering the total energy of Morgan Stanley to a various set of audiences and additional positioning the agency as providing an individualized method for the distinctive wants of all,” stated Alice Milligan, CMO of Morgan Stanley.

A protracted-term funding technique 

“Outdated Faculty Grit. New World Concepts” marks Morgan Stanley’s first international model marketing campaign since 2019, when it started buying main platforms like on-line funding banking firm E*Trade, wealth administration options supplier Eaton Vance and Saas compliance platform Solium Capital. The newest additions to the 87-year-old firm’s home of manufacturers have been a part of a pointed technique to develop and diversify its consumer roster, whereas concurrently offering an enhanced expertise for brand spanking new and present traders.

“After a lot of current strategic acquisitions, Morgan Stanley has a singular story to inform each by way of the place we’ve been and the place we’re going,” stated Milligan in a press release. “Our new marketing campaign celebrates our legacy as a trusted agency whereas showcasing how we’re serving to form the world of tomorrow.”

Previous to launching the worldwide marketing campaign with Monáe, who was not too long ago honored with the SeeHer Award on the Critics Selection Awards, the agency beforehand introduced collaborations with designer Rebecca Minkoff—who redesigned a limited-edition “banker bag” that debuted throughout the presentation of her Spring ’23 assortment—and Canadian tennis phenom Leylah Fernandez. 

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