Moms, Dads Overobsess

Delaware-based Wilmington Trust broke an $8 million campaign from Korey Kay & Partners last week, the second from the New York agency. New offbeat spots position the bank as a place that revels in fussing over its customers.
Three 30-second ads, in both vintage and modern settings, depict parents painstakingly taking care of their children to the point of obsessiveness. In “Pants,” a small child stands on a table while his mother puts on his pants. The pants are clearly too big, and without suspenders or a belt, they continue to fall down. She happily continues to pull them up again.
In “Cowlick,” a mother repeatedly tries to tame a son’s loose curl, again, to no avail. In “Cap,” a modern day father arranges his daughter’s baseball hat again and again, as if styling a work of art. A voiceover says: “Remember when you were the center of attention? At Wilmington Trust, you still are . . . If there’s one thing we learned, you like the attention.” The endline: “Expect attention.”
The television spots will air in select markets including Delaware, Pennsylvania, New York, California and Florida.
–Sloane Lucas