American Savings Bank's willingness to go the extra mile for its customers is the theme of a multimedia campaign breaking today.
The effort, via Cronin & Co., Glastonbury, Conn., includes a 30-second TV spot airing in the Hartford and New Haven markets. The commercial features a woman trying to balance her shopping bags and keep track of her children as she approaches the bank's front door. An employee rushes to her aid, executing a series of gymnastic flips to land at the door, which she then opens for the customer.
A voiceover says, "At American Savings, we do all we can for our customers." Closing the spot is a scene of another employee jumping over a counter to rescue a pen dropped by a customer.
The commercial will run through mid-June on network affiliates. Other spots push offerings such as home-equity loans and free checking.
Print ads will begin running next week in The Hartford Courant and local newsweeklies in the target markets. One ex e cution reads, "If we were a gas station, we'd wash your windshield." Another reads, "If we had pillows, there'd be mints on them."
The objective, according to the agency, is to compare the bank's high level of service to that of other industries such as hospitality.
"People have such low expectations in the banking category [of advertising]," said Steve Wolfberg, executive creative director at Cronin & Co. "We wanted to equate that with other industries where expectations are high."
A similar set of print advertisements will run in areas previously served by American Bank, which American Savings, New Brit ain, Conn., acquired earlier this year. Those ads introduce the bank as, "American Savings, your new neighbor."
Outdoor executions ap pear during April throughout the state.
Spending on the campaign was not disclosed. Cronin has worked with the bank since 1999.
Agency credits include copywriters Bob Dennis and Kristen Ehrlich and art director Eric Panke. Christopher Bean of MacGuffin Films directed.