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First Federal Banks on KGA, 'Stony' in New Ads

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BOSTOn—A diner is the setting for KGA Advertising's latest TV effort for First Federal Savings.

The three spots for the bank feature an older man named "Stony," who dispenses banking advice to his son, daughter and a businessman over lunch. The campaign is tagged, "The right size bank for all your banking needs."

An effort was made to target existing customers who use some services but not others, said Steve Colton, creative director of KGA, Middletown, Conn.

First Federal is also appealing to prospective customers who are dissatisfied with the service and products offered by larger banks, Colton said.

"'Stony' is someone who is a customer and doesn't understand why people don't know about these services," said Rose Swiatkiewicz, vice president of marketing at First Federal, East Hartford, Conn.

In one spot titled "On-Line Banking," Stony urges his flustered daughter, who is writing checks, to do her banking online. The daughter laments, "All I do is pay bills!" But her father encourages her to try First Federal's free online banking service.

In another spot, "Generation Gold," Stony suggests that his son get the Generation Gold Checking account, which offers discounts on airfare, long distance and movies. His son thinks the offering is for seniors, but his father assures him it is not. "It's like being a senior citizen without having to grow up," Stony says.

"A lot of people look at their bank as a necessary evil," Colton said. "If First Federal were a person, they would be someone you'd want to hang out with. We try to bring that [feeling] across in the ads."

KGA has been doing work for the bank for four years. The spots were shot by Moving Pictures Video & Film, Glastonbury, Conn. KGA handled all media buying chores.

Creative credits for the campaign include, Dorretta Wildes, copywriter; Paul Emery, art director; Jim Nikodemski, director; and creative director Colton.