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).
CreditsClient FirstBank Agency TDA_Boulder, Boulder, Colo. Jonathan Scohenberg, executive creative director; Jeremy Seibold, creative director; Austin O’Connor, art director; Dan Colburn, copywriter; Susan Fisher, producer. Production MJZ, bicoastal/international The Perlorian Brothers, directors; Marten Tedin, DP; Scott Howard, executive producer; Brady Vant Hull, line producer. Editorial Cosmo Street Editorial, Santa Monica, Calif. Katz, editor; John Bradley, assistant editor; Jamie Perritt, producer. Post Company 3, Santa Monica. Mike Pethel, colorist. Sound Design/Audio Post Lime Studios, Santa Monica. Zac Fisher, engineer.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More