Conveying that a bank goes out of its way to proactively provide its customers with relevant advice about their financial needs could make for a boring commercial. But in this :30 for Chicago-based LaSalle Bank, buttoned-up, conservatively attired bankers impart that point in entertaining fashion—without uttering a word.
In a series of quirky, slice-of-bizarre-life vignettes, customers find their bankers popping up when least expected: A couple jogging in the park spies its banker perched high in a tree, holding a sign reading, "Bob & Sue, check money market rates." A passenger in a fast-moving car is amazed to see two bankers standing on vacant property, displaying a long sign directing, "Louis, picture a factory here."
A woman watches her automobile make its way through an automated car wash. Inside the vehicle is her female banker, who slowly raises the sign, "Ruth, time to refinance."
Another lady banker holds a sign reading, "Mark, let’s balance your portfolio." Standing on a scaffold that’s descending the side of a skyscraper, she passes by window view of Mark, who stares at her from his desk.
Camera work provides a segue to the next scene, following the descent of a man in a business suit and oxygen mask through a Sea World-size aquarium. A mother and child gaze perplexed when, amid the marine life, he poses the written query, "Anita, are you liquid enough?"
Lastly, a golfer stops in mid-swing when he spots his banker standing in a nearby water hazard. Knee-deep in the pond, the banker holds a sign: "Allen, what’s your succession plan?"
A voiceover covers the two final scenes, putting all of these unlikely scenarios in the proper context: "A bank should do more than wait for you to come along. A bank should make opportunities appear." The banker in the pond carries the parting sign: "LaSalle. The Bank that Works."
"Signs" was directed by Jeffery Plansker of bicoastal Anonymous Content for Chicago agency Cramer-Krasselt. The ad shop’s creative team consisted of executive creative director Marshall Ross, group creative director/copywriter Scott Wild, associate creative director/ copywriter Kevin Watts, art director Justin Bucktrout and producer Patricia Douglas.
For Anonymous, Andy Traines and Leora Glass were executive producer and line producer, respectively. The spot was shot in various Los Angeles locations by DP Max Malkin.
Editor was Steve Svendsen of Hyena Editorial, Santa Monica, backed by assistant editor Danny Breznick. Online editor was Rob Churchill, with Heidi Anderson serving as Flame artist and Lynette Duensing as colorist. Churchill, Anderson and Duensing are all staffers at The Filmworkers Club, Chicago. Audio mixer/ sound designer was Mark Ruff of Chicago Recording Company. Music was created at New York-based-Fluid, by composer/executive music producer David Shapiro, and composers Andrew Sherman and Steve Walsh.
