Keeping one’s eyes on the prize isn’t behavior that has to be taught to an obsessed bank teller. Instead it’s second nature for him to be transfixed on the object of his desire in this spot for the Seattle Metropolitan Credit Union directed and edited by Steve Utaski, a former agency creative who has embarked on a directorial career.
The commercial opens on a female customer who comes up to the teller’s window with a question about her checking account. However the bank teller is totally oblivious. The woman then notices that his eyes seem focused elsewhere–directly on her wallet, which she is holding in one hand.
To make sure her eyes aren’t fooling her, the customer moves her wallet back and forth, up and down–and the teller’s eyes follow every movement.
A voiceover then intervenes, “Does your bank care more about you, or your wallet?” The same question appears on screen.
Next the customer is at another financial institution, this time with an attentive teller, as the voiceover relates, “At Seattle Metropolitan Credit Union, we get to know you and tailor or approach to your unique financial needs. Because at Seattle Metropolitan Credit Union, it’s all about you.”
An end tag carries the credit union logo and Web site address.
Utaski helmed the spot for graphic design firm/agency Phinney Bischoff, Seattle. The creative team at Phinney Bischoff consisted of executive creative director Leslie Phinney, and creative director/copywriter David Yeend.
Seattle-based Lisa Farnham served as producer on the job, which was produced by her production entity The Radisch Company.
This is the second time that director Utaski has made “The Best Work You May Never See” gallery. The first came in 2004 for his debut spec spot promoting the Bellevue Art Museum. At that time he was a writer at FCB Seattle who was diversifying into directing. He has since left what he describes as “the cocoon of agency life” to pursue his directorial ambition, turning out some spec fare as well as several real-world directing assignments through his personal holding company Silo Films. He is currently seeking production house representation.
Colorist was Jeff Tilotson of Flying Spot, Seattle. Audio post mixer/sound designer was Scott Weiss of Pure Audio, Seattle. Graphics designer was Frank Clark of Nectar, Seattle.
Principal actors were Eric Newman, Cynthia Kerns and Jodi Harwood.
