Seeing what others cannot see—in this :30, that’s the key element in forward-thinking banking. The spot opens with a young boy who’s holding a big, slushy drink. He’s standing next to a schoolyard basketball court, where some other kids are playing.
Content to stay on the sidelines with his drink, the boy turns the cup upside down in an attempt to get the last of the icy refreshment into this mouth. But he underestimates the effect of gravity, and blue slush gets all over his face. This slice of life would seem to indicate that this is an awkward kid, the dorky type that others stay away from. However, according to First Citizens Bank, this lad is a good investment.
A super reads, "Henry Chavis will graduate magna cum laude. Do you see it in him? We do."
The spot closes with First Citizens Bank’s logo and the tagline, "Do something amazing."
"Ice" is part of a three-spot campaign ("Produce" and "Milk" are the other two ads), which shows seemingly ordinary people during unremarkable moments in their lives, and tells viewers of the successes they will attain in the future. In "Milk," for example, we see a married couple, clad in pajamas, seated at the breakfast table. They take turns sniffing sour milk in a carton, retching in the process. The accompanying copy reads, "John and Anna Griffin will be able to retire 10 years early. Do you see it in them?"
The spots were conceived by a creative team at McKinney+Silver, Raleigh, N.C., consisting of executive creative director David Baldwin, art director Jason Musante, copywriters Lara Bridger and John Guynn, and producer Toni Ingle.
The commercials were directed by John Dolan of bicoastal Anonymous Content. Andy Traines executive produced and Jane Thomson was line producer for Anonymous. The DP was Jo Molitoris.
Ian MacKenzie of MacKenzie Cutler, New York, was the editor. Online editor was Matt Monson of Schmigital, New York. Colorist was Billy Gabor at Company 3, New York, with Elisha Levin serving as producer. Audio mixer/sound designer was Philip Loeb of Sound Lounge, New York.
