For Texas Bank, McCann Plays Up ‘Right Relationship’ With Chase

McCann-Erickson in Houston has launched its first television campaign for Houston-based Texas Commerce Bank after taking the account away from DDB Needham Dallas last April.
A series of three 30-second television commercials is airing in all of Texas Commerce Bank’s major markets, which include Dallas, Houston and Austin, Texas. Each TV spot touts the partnership between TCB and its parent company, Chase Manhattan Corp. in New York.
Insiders said last spring that Chase’s relationship with McCann-Erickson’s New York base aided the Houston shop in landing the estimated $7-9 million account.
The ads tout the themes of heritage, partnership and global reach surrounding the Texas Commerce Bank-Chase Manhattan tandem.
“The heritage story ties back with Texas Commerce Bank’s history in the state of Texas, while the partnership is about the union of these two companies, and how together they are bigger than the individual parts,” said McCann account planning director Tom Hooke. “The third part is about the global capabilities that Chase brings to the partnership.”
Airing during prime time, newscasts and sports programming, the spots feature family and business scenes spliced with shots of the TCB and Chase logos. Thematic voiceovers, such as “I share your past. I stand by your future,” share the spotlight with explanatory narration: “For 10 years, Texas Commerce Bank and Chase have shared a partnership, one that ensures local insights and global foresight, strength and understanding to give Texas more of what the world has to offer.”
Each ad is tagged, “The right relationship is everything.”
The campaign, supplemented by print, radio and outdoor, will continue through January with a possible extension considered at that time, according to Hooke.