Laughlin/Constable Positioning Firstar As Financial Advisers Helping People ‘get There’

A broader competitive field has led Firstar in Milwaukee to launch a new TV and print campaign from Laughlin/Constable intended to appeal to investors of all ages.
The campaign features a new tagline, “To get there, start here,” and presents a variety of financial dilemmas–such as a young couple wondering how best to save for a larger home–that, it is suggested, can be solved with help from Firstar’s savvy investment advisers.
Four 30-second TV spots break Feb. 9 in seven of the Wisconsin, Iowa and Minnesota markets served by Firstar. The ads will air during Winter Olympics telecasts, according to the agency.
The financial service provider’s previous tag, “Do something with your money,” accompanied more product-focused advertising. The new work looks to reposition Firstar as competition for the myriad investment firms and financial institutions that have spent millions advertising their services to baby boomers with extra cash.
“A lot of people don’t think of banks as a resource for investment solutions,” said Patricia Cohen, a vice president and account supervisor at L/C who handles the Firstar account.
L/C’s black-and-white TV commercials encourage viewers to imagine themselves in the situations being portrayed.
One spot shows a young couple fumbling about their morning ablutions in a small bathroom. A voiceover suggests, “There is a place around the corner with a bathroom for every tooth in the house … a place where space is no longer considered the final frontier.”
Three other spots appeal in similar fashion to retirees, new parents looking to save for their child’s college fees and people aiming to start their own business. Face time is minimal, as the agency hopes to have viewers place themselves in the situations aimed at them.
“Different people can relate to different [spots],” Cohen said.