Watch this story about a sweet little kid who doesnt get a fluffy puppy and completely falls apart. The company plans to launch two regional commercials on Sunday that pull out a bunch of tropes – adorable boy, heartland setting, ruggedly handsome dad, tiny yellow Labrador! The first 30-second ad is the setup, following a hard-working towheaded kid who falls in love at first sight with a puppy for sale.
The follow-up 30-second spot, below, could be considered the payoff. The 9-year-old star of the ads introduces himself as Charlie and lets us know that he’s an actor simply playing a role. And he’s more of a cat person anyway. So, no worries.
Any viewer who took this scenario seriously to begin with can breathe a sigh of relief. Either way, the marketing message is cemented: FirstBank’s new service, Person to Person Transfers, allows you to “pay anyone, anywhere, from your phone.”
The television ads, running in Colorado and Arizona, come from FirstBank’s agency TDA_Boulder, where executives said they’re hoping to educate and entertain through the mini-meta story.
Seibold said the agency had been planning the campaign for some time, knowing that the work needed to stand out amid a crowded game-day field that includes national heavy-hitting advertisers like Anheuser-Busch, Coca-Cola, McDonald’s and Procter & Gamble.
Social media will extend the lives and boost views of regional ads, with FirstBank’s commercials running on Facebook, Twitter, YouTube, Instagram, Google+ and the company’s own social and mobile channels.
Ad agency execs said they created the campaign, with an assist from directors Speck and Gordon of L.A. production company Furlined, so that football fans in Arizona and Colorado wouldn’t know the difference between a regional spot and its national competitors. Read more…