McCann-Erickson in Houston has released the fourth phase of a lengthy campaign to convert Texas Commerce Bank's brand into its new Chase Texas identity.
McCann general manager Tony Pace said two new 30-second television spots focusing on Chase financial products are the fruition of a conversion plan the agency enacted after wresting the account from DDB Needham Dallas a year ago.
"We've created a personality and a tone of voice that really cuts through," said Pace. "A product is better when its wrapped in a brand package."
The new TV ads airing in major Texas markets continue a style in which personified ideas are interwoven into the commercials' images. In one ad, shots of a girl playing with her dollhouse and a boy dressed as a knight are carried along by a female voiceover: "I see doors being opened. I see dreams being realized. I see a palette of possibilities."
Newspaper and radio advertising will play a larger role in the current phase, Pace said.
Last December, Chase Texas converted from Texas Commerce Bank to reflect its acquisition by Chase Manhattan Corp. of New York. The account is worth $7-9 million annually for McCann.
McCann's earlier ads worked to join the Chase and Texas Commerce names and later detailed the parent firm's own connections with Texans.
The latest phase highlights specific Chase financial products and services. "When you bring your financial resources together in a relationship account," another narrator says, "Chase Texas rewards you with higher yields, lower fees and better money management to help you get the most of what life has to offer." On-screen copy notes the institution's Roth IRA accounts, mutual funds and free online banking.
The tagline remains, "The right relationship is everything."