Chime has unveiled the next chapter of its Jason Momoa-led campaign, doubling down on its message around simpler, people-first banking.
The new spot builds on the campaign’s central idea that modern banking should feel simple, supportive and built around real people, rather than rigid systems and outdated routines.
Chime positions itself as an alternative to traditional banks, aiming to make everyday money management easier and more intuitive.
The ‘New Day’ advert opens on a deliberately bleak note, with Momoa declaring, “new day, same routine, same old bank,” as a group of people stand waiting in line at an ATM.
The tone shifts when Momoa points to a young woman in Chime’s signature green walking straight past the ATM queue. “She switched to Chime,” he says, using the moment to signal that there is a better alternative.
From there, Momoa explains Chime’s benefits, delivering each one while dressed as a different character familiar to New York, including a coffee stand barista, a bodega clerk and a building doorman.
He highlights features including 1.5% cashback, fee-free banking, savings tools and everyday purchases that can help build a credit score.
The new advert will run across national TV, digital, social and streaming platforms from this week.
The spot is one of two instalments in the campaign. The first, which was released in October, saw Momoa embody a range of everyday shoppers navigating the chaos of the holiday season, using humour and relatability to show how Chime helps people stay in control of their money during a particularly busy and costly time of year.
Vineet Mehra, chief growth officer at Chime, said: “Jason brings a realness and warmth to these stories that perfectly captures what this campaign is all about,
“The old way of banking doesn’t reflect how people actually live today. Especially during busy moments like the holidays, people need banking that works for them — not against them. Chime is built to help people bank smarter, and we’re excited to continue showing relatable, everyday moments that reflect our members’ real experiences.”