Inspired by the spirit of community service of the bankers, this ad campaign focuses on how the bank delivers “a commitment you can bank on”. They have a hometown connection with their customers and share similar values. The campaign features real bankers and highlights not only their professional expertise, but their community involvement and personal passions. This ownable, differentiating campaign puts skin on the brand — showing it’s real-life commitment and care, not just a tagline. In ads promoting specific products such as mortgage rates, credit cards, and home equity loans, the focus is on the customer. Because they’re neighbors, these local bankers know their customers better than a big bank. This insight helps the bank customize financial solutions to meet customers’ needs.