So I was skeptical when I first saw the bright, contemporary Western Union “Yes” campaign when it was launched in NYC a few months ago.

This striking ad (see video above), which I saw for the first time today, finally made me curious enough to go online to learn more.

To my surprise, I found a simple but superbly integrated campaign built around the “Yes” theme that positions the money-transfer provider as a company that “connects families around the world.” Poignant customer stories lend both credence and heart to that claim.

Congrats to WU and its agency. The effort may appear head-scratching at first. But it’s an outstanding example of how to rebrand a company around a higher cause, rather than a feature-and-benefit analysis.