End of the Line

For the past 20 years, Los Angeles commuters stuck in west-side traffic jams have at least derived a little pleasure from Santa Monica Bank’s ads on the back of the city’s big blue buses.
Known for their cheeky messages such as “We handle more zeroes than a dating service” and “Girls just wanna have fun,” the ads even made a pop culture cameo in the action thriller Speed.
Recently, however, the blurbs–changed monthly–began sounding ominous: “In the end, Johnny and Seinfeld just walked away. We’re taking the bus,” read one. Another lamented, “Eventually, everyone gets off the bus. Even us.”
Yes, these latest executions signal the end of the campaign.
“I’ve written the last bus headline of my career,” said Pat Robertson wistfully. Robertson has worked with the client for 15 years, most recently with her own agency, BullsEye Communications in Manhattan Beach, Calif.
The bank will be getting a broader branding effort now that it has been acquired by Minneapolis-based U.S. Bankcorp and will be folded into its U.S.
Bank chain.
The last ad, due to run in December, will read, “After 20 years on the bus, we’ve reached our stop.” –Becky Ebenkam