Creative Ad Spotlight: SoFi’s Face of Finance
Today, I’m sharing a new favorite in my creative advertising archive. This ad from SoFi came out just over a week ago and has more than 12 million views to date.
Maybe you’ve seen it. A mix of candid messaging, stunning imagery, and catchy music, it’s hard to miss (or skip).
Running at only 1 minute and 22 seconds, this ad begins by asking an intriguing and important question - what does the face of finance look like?
This question isn’t posed to humans, however. SoFi takes to AI with the following prompts:
An image of someone good with money.
An image of someone good at earning money.
An image of someone good at investing.
Then, it presents the results - the statistic that less than 2% of those results were of women.
To the viewers, this information either confirms bias, reveals misogyny, reflects lived experiences surrounding the stereotype, and/or surprises and challenges assumptions and misconceptions.
THAT’S SOME OF THE COPY — LET’S EXPLORE THE IMAGERY AND SOUND
This ad uses AI generated imagery to capture the attention of anyone slightly engaged in discussions surrounding AI’s place in media right now. It also, more importantly, appeases and/or offends the ego of any man who may see themselves in the opening sequence.
Concurrently, women are recognizing and affirming the existence of this long-lived stereotype that so blatantly dismisses them.
From there, a drastic shift. The exclusive use of AI imagery at the start makes the introduction of real photos and videos of women in real life settings that much more human. This wave of real people is accompanied by a wave of real information as well, not just the biases AI may reflect back.
The music switches from “La traviata: Libiamo nei lieti calici” by Giuseppe Verdi to “Players” by Coi Leray (which samples "The Message" by Grandmaster Flash and the Furious Five, appealing to multiple generations of music lovers). We’ve jumped to the present, picked up the pace, and are now seeing the women featured on screen transformed into their own strong and powerful scenes, captured by AI — helping both the technology and viewers learn.
A NEW FACE OF ADVERTISING
Sharing this message in traditional ways probably wouldn’t have been as effective. This ad leans confidently into what’s become possible in advertising. In just over one minute, it:
Uses innovative technologies to tell stories in creative new ways
Elevates (not replaces) humans using AI, maintaining a focus on humanity
Honestly addresses challenges and opportunities
Offers a clear solution to the initial question asked - what does the face of finance look like?
It doesn’t end there, either. They have a dedicated page to support the campaign with information on their mission, pledge, and more. Learn more on their site here.
WHAT DO YOU THINK?
If you’ve seen this before, what were your first impressions? If you’re seeing it for the first time now, what do you think? Share your thoughts and join the conversation.