Citizens Bank TV Commercial “Bankers Played by Humans”

Project Description

Mellon Bank was being acquired by Citizens Bank. In keeping with Citizens Bank positioning of “Not your typical bank”, we concepted a series of non-typical TV spots. “Bankers Played by Humans” was a 30-second commercial showing the real and humorous people who work for the bank.

Thinking
Show customers that just because their bank was merging with a larger bank didn’t mean the personal service was going away and that they’d treated like a number. In fact, the bankers at Citizen Bank are played by real humans.

Script
No dialogue. Just glimpses of real people who also happen to be bankers.

Results
Campaign won an Effie Award for it’s effectiveness.