If it’s too good to be true, it probably is.
That’s the age-old adage used to remind us that there are usually strings attached to what might seem like a sweet deal.
Offering further counsel is this spot from FirstBank in Lakewood, Colorado, which draws a line between the good kind of “free” and the not-so appealing.
At a yard sale, a shopper holds a half-life-size ventriloquist’s dummy and asks, “How much for this?”
The seller stiffens a bit and replies, “Oh. That’s free.”
“Really?” says the shopper who then asks, “What’s wrong with it?”
Then there’s a slight downward glance and a pause before the seller seems to will herself to answer, “Nothing.”
The shopper thanks her and turns to go, dummy clutched to his shoulder.
Suddenly the seller’s frozen smile disappears. Eerie music kicks in and the dummy, leaving home, turns out to be not such an inanimate object, taking a last look around–all the movement unbeknownst to his new, unsuspecting owner.
The dummy’s leer is reminiscent of the classic Twilight Zone episode in which the ventriloquist proves to be the victim of his sinister wooden stage partner.
“Free isn’t always a good thing–except when it comes to free checking at FirstBank,” relates the all-knowing voiceover. “Complete with the FirstBank mobile app, featuring FirstGlance and Mobile Check Capture.”
Acknowledging skepticism
FirstBank is the only one of Colorado’s top eight banks (by deposits) to offer free checking and the ad addresses the skepticism with which some customers might greet that offer.
Titled “Bargain Dummy,” this slightly twisted, scary, darkly humored spot came from advertising agency TDA_Boulder in Boulder, Colorado, and was directed by The Perlorian Brothers of bicoastal/international production house MJZ. The Perlorian Brothers helming duo consists of Ian Letts and Michael Gelfand.
“Bargain Dummy” targets the 16 to 39-year-old market demographic. The young skewing 30-second message for free checking is airing on TV in Colorado with an emphasis on primetime and sports spanning broadcast and cable. The :30 appears on sites including ESPN, Pandora, Yahoo, Hulu, Tremor and YuMe. In addition to Colorado, the geo-targeted online buy includes Phoenix, Arizona and Palm Springs, Calif., as designated market areas (DMAs).
The TDA creative ensemble behind “Bargain Dummy” included creative director Jeremy Seibold, art director Austin O’Connor, copywriter Dan Colburn, producer Susan Fisher and executive creative director Jonathan Schoenberg.
FirstBank is a division of FirstBank Holding Company, Lakewood, Colo., privately held and majority owned by its management and employees. It is Colorado’s largest locally owned bank, with additional locations in California and Arizona.
TDA_Boulder is a strategically focused agency with $30 million billings from clients including FirstBank, Deschutes Brewery, Noodles & Company, General Mills, French’s (condiments) and Patagonia.
FirstBank and TDA_Boulder have a “The Best Work You May Never See” track record. In recent years the agency has created for the client several spots which have made the grade in SHOOT’s “Best Work” gallery, including “Model Rockets” (SHOOTonline, 6/21/12), “Be Smart” (3/1/13), “Experiment” (8/22/13) and “Astronauts” (10/31/13).
