McKinney + Silver Bows First Citizens TV

ATLANTA A new television campaign for First Citizens Bank that launches tonight shows the normal but quirky side of human nature.

Playing off the tagline, “Do something amazing,” three commercials from McKinney + Silver, Raleigh, N.C., ask consumers to see the potential in the people around them, even if it is not obvious.

For example, in “Milk,” a sleepy couple eating breakfast takes turns sniffing at a container of clearly spoiled milk. Copy reads, “John and Anna Griffin will be able to retire 10 years early. Do you see it in them? We do.”

In “Produce,” a roll of plastic produce bags roll uncontrollably before a man shopping in a supermarket. The copy, “Mark Oakley, 2007 Entrepreneur of the Year,” is followed by the tag.

According to ecd David Baldwin, the shop was challenged to go beyond generic imagery typical in bank advertising. “Look at most of it, and you see a kid on a tire swing,” he said. “On any given day, people are deluged with [images of] dreams and hopes. It gets very gray.”

In a third execution, “Ice,” crushed ice falls into a schoolboy’s face as he tips a slushy cup to get the last drop.

The spots, according to the agency, show that First Citizens can see the potential in a client, not the risk.

Lara Bridger was copywriter; Jason Musante was art director.

Previous billings, limited to print advertising, are less than $2 million, according to TNS Media Intelligence/CMR. TV will air on cable and network in North Carolina, Virginia and West Virginia. The increased spend is undisclosed.

First Citizens is located in Raleigh, N.C.