PNC's drive for success

PNC Bank's second instalment of its Boring Before Brilliance campaign sees golfer Steve Stricker discuss his career rise, the subsequent fall, and the battle back to the top of his profession, a battle that was based around embracing boring.

The series, which first featured Indy Car champ Scott Dixon, is about the unseen, mundane and often rigorous details that go into the exacting world of sport.

Created by Arnold Worldwide Boston and produced by DLP Media Group, the five-minute film follows the two-time Comeback Player of the Year as he explains how relying on his short game ultimately helped him battle back from losing his Tour Card in 2005, when he was ranked number 324, to winning his fourth PGA Tour title and becoming the fourth best player in 2007.

“If someone calls me boring, or my game boring, it’s not a negative to me at all,” said Stricker. “It proved to work for me. And boring can transition very quickly into brilliant.”

The goal of the campaign was to connect with golf fans through PNC’s shared passion for golf and highlight the bank's 'Brilliantly Boring' philosophy and it's responsible approach to banking.

"It was almost hypnotic to watch Steve hit the ball," said  James Bray, Executive Creative Director at Arnold. "Same exact swing every time. Each one a meticulous mirror of the one before it. He’s spent a lifetime keeping things simple. Reducing unwanted movements and thoughts. This guy knows his game and sticks to it with such unwavering confidence it’s actually quite boring, until you look at his trophy case. Then you realise how brilliant it all is. We couldn’t have found a better, walking, talking, golf- ball striking, legendary embodiment of our brand philosophy."