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Doe-Anderson’s new image campaign for National City Bank highlights the institution’s individual relationships with itscustomers.
A single 60-second spot and eight 30-second ads feature small business owners like Linda Murphy. Murphy is single, low on capital and wants to start her own trucking firm. Despite no business experience, she gets a bank loan. “My bank,” says Murphy in the commercial, “is National City.”
Other spots focusing on home equity loans for families and checking and ATM services for retail customers are dramatizations based on personal stories.
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