MW&B's Fast and Easy Does It for E-Banking | Adweek
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MW&B's Fast and Easy Does It for E-Banking

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ATLANTA A new TV and print campaign for BancorpSouth's online banking services combines animation and a jazzy musical score to demonstrate speed and simplicity.

"The concept of Internet banking is somewhat foreign to many BancorpSouth customers," said Randy Lynn, senior copywriter at Maris, West & Baker, the Jackson, Miss., agency that produced the campaign.

"Transform," a 30-second spot, opens on an image of a traditional checkbook, which morphs into a laptop computer with monitor and keyboard. Created by digital animator Ricky Turner at Eyevox in Ridgeland, Miss., the spot ends with a data line shooting from the PC's back. Text touts the client's online banking promotions. "Get there from here" is the concluding tagline.

"We knew we had to execute this promotion in a simple manner that was still interesting and eye-catching," said Lynn.

Broadcast launches Feb. 3 in markets across Mississippi, Tennessee, Alabama, Arkansas, Texas and Louisiana. Print will appear in daily newspapers in the same markets.

BancorpSouth is headquartered in Tupelo, Miss.