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Richards/Gravelle in-troduced its first work for Guaranty Bank on the Academy Awards telecast March 25.
The Dallas-based agency, whose past clients have included MBank and Compass Bank, makes the “I promise” tagline the focus of the new campaign.
Two 30-second commercials airing in Texas and California depict real-life employees of the Dallas-based bank. Each makes varying promises, ranging from “I promise I will treat you with courtesy and respect every time” to “I promise to find solutions that other banks can’t.”
“Having employees speak for the bank is not a revolutionary idea, but it interestingly takes advantage of a trend with reality TV,” said agency principal David Gravelle.
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