April 30, 2009

Here are some of the more notable or interesting TV spots that The Financial Brand has run across in the past few weeks. (Please note: there are many YouTube videos embedded in this article.)

Chase – “Blue Sky”

Having successfully eviscerated WaMu’s branches, Chase is proud to announce its arrival in California with a spot featuring a high-energy cover of John Lennon’s “Instant Karma! (We All Shine On)”. The ad paints a pretty cliché portrait of California, including beaches, surfing and shades of Easy Rider. Chase has been using nothing but black-and-white brand imagery for around a year, but in this spot, it makes California look drab, dreary and depressing – completely the opposite of what they were shooting for.

E*Trade – Where’s the Baby?

E*Trade just rolled out three new TV spots last week that are very descriptive and very average. The reviews on YouTube haven’t been kind. The question everyone wants answered: Where did the E*Trade baby go? You can see the other two spots (that look pretty much exactly like this one) here and here.

OnPoint Community Credit Union – “Coming Home”

Weber Marketing Group just made two new brand spots for OnPoint. These professional and well-produced spots do a good job of blending brand themes with products and services. You can see the other spot, “Furniture Store,” here.

St. George Bank – “Lullaby”

A huge crowd of St. George Bank employees gathers outside an average Australian man’s house as he retires for bed. They hum him a lullaby. The announcer explains, “At St. George, every single one of us is working to make sure that the things that keep you up at night no longer do.” The man sleeps blissfully.

First Tennessee – “Buttons”

The small buttons on a wedding dress become a metaphor for the little details that make up people’s big dreams. This is one of three spots in a touching series of lifestyle vignettes. However, the connection between what the spots are depicting and what the bank offers isn’t readily apparent. They are just mostly “feel good” brand ads. The other spots can be seen here and here.

TD Bank – “Computer”

TD is sticking with Regis and Kelly Ripa in their latest TV spots. In the first, the TV talk show hosts try to interview a talking computer from a competitor bank. The computer has zero personality, which frustrates Regis to the point where he walks off the set. The announcer says, “At TD Bank, you get a real person 24/7, 365 days a year.” The “Computer” spot is better than “Owl,” where Regis and Kelly share the stage with an owl, who — as a nocturnal creature — would bank at TD since they are “open late.”

RaboPlus – “Always High Interest”

These ads for RaboPlus, a bank in Australia, feature strange, faceless animated beings that look kind of like aliens. Here’s another one.

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The largest single collection of TV spots exclusively from financial institutions can be found over at The Financial Brand’s YouTube channel. There are over 100 commercials with more added every week. It’s a great resource if you’re looking for inspiration, or just want to see what other people are doing in the financial industry.

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Previous related stories from The Financial Brand:

• Credit unions on YouTube: 2008 vs. 2009
• HSBC microsite: ‘Join the Values Conversation’
• Casting call: Credit union TV ad contest draws 37 entries
• Bank bashing ads tell people what they don’t get

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