Gearon Print Backs Compass’ Debit Card

BOSTON Gearon Hoffman has unveiled a new phase of its “Refreshingly positive” campaign for Compass Bank in the form of print ads touting the client’s no-fee debit card.

One execution shows an older woman playfully riding a scooter with the headline, “Life is better when there aren’t so many strings attached.” In another ad, a grinning young woman takes a picture of herself with an instant camera. The headline: “Goodbye fees. Hello smiles.” Radio, outdoor and in-branch efforts from the Boston agency are also in the mix.

Spending by the New Bedford, Mass.-based bank is estimated at $2-3 million. The work will run for the next few months.

Doug Goransson and Dick Davis served as creative directors, with Rachel Houk Seeger handling art direction and Chris Castagnola writing the copy.

Gearon Hoffman launched the “Refreshingly positive” positioning for the bank a year ago, complete with smile-face icons, which are not used in the latest wave of ads.