Given the recent performance of banks, consumers wouldn't be in the mood for a commercial that depicts warm-and-friendly bankers. So, a new spot for Colorado-based FirstBank (via TDA Advertising & Design in Boulder) is probably smart to show us a FirstBanker who's a bit mean—but mean on his customers' behalf. Show up wearing the same shirt as a FirstBank customer, and he'll rip it right off you. Order the same elaborate coffee concoction, and he'll knock it to the floor. It's all a build-up to an onscreen super that explains what he's been up to: "We're here to protect your identity." And if your identity consists in part of wearing a dorky shirt and ordering a pretentious drink, so be it.
—Posted by Mark Dolliver