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Brian Moynihan is a low-key guy. But this weekend, the chief executive officer of Bank of America Corp. will take the rare step of speaking into a microphone to almost 20 million people.

American football fans tuning in to watch the Minnesota Vikings battle the Chicago Bears on Sunday night will see the CEO straighten his tie and make his way to his New York office in a 60-second TV ad that concludes: "I am Brian Moynihan, and I work for Bank of America."

It's part of a new, multi-year campaign that includes actor Matt Damon, film maker Ken Burns and fashion designer Tory Burch promoting their charity work with the bank on clean water, documentaries and women's entrepreneurship. The new push will run on TV, digital platforms, social media and print. Bank of America tapped Hill Holliday and Super Union for the effort.

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