Mullen Stakes a Claim for Eastern Bank

BOSTON Eastern Bank defines its territory as the dreams and aspirations of individual consumers and small businesses in its first TV work from Interpublic Group’s Mullen.

In one spot, a wife wonders why her husband has brought a boat chair into their living room, asking if he’s purchased a sailing vessel. He replies that he might, one day. A pair of Eastern Bank staffers in business suits suddenly appear and pound stakes into the ground, erecting a police-tape-style barricade around the couple: their dreams are now Eastern’s territory.

The bank crew returns in a second commercial set in a soda factory as a new flavor is brewed that will require additional financing that Eastern can provide.

“This is our territory,” the tagline introduced by Mullen earlier this year in Eastern print executions, closes the spots, which are punctuated by a hypnotic driving beat. The TV spots break this month.

The Wenham, Mass.-based agency added the estimated $2-3 million ad account of the Boston-based bank in February. Eastern, which has $4.5 billion in assets and 50 branches, has been with independent shop Connelly Partners here for seven years, but has previously worked with Mullen.