“So, what do you make?” says some TikToker, or a recruiter sizing you up, or that awkward uncle you only see once a year for a holiday dinner. This historically rude question has basically become its own genre of content online – but no matter how many people are asked it, the answer is always about money. Well, for once, something more than a salary comes to mind in Scotiabank’s latest campaign for its iconic platform: ‘You’re Richer Than You Think’. Launching against the backdrop of holiday bonuses and spending spikes, the brand offers a timely reminder that being rich is about more than just money. The hero film answers the question “what do you make” from the perspective of an average Canadian – like a statistically average Canadian, whose life was inspired by actual averages of the population to prove that, as the voiceover puts it, “we make a life that is by no means average”.
