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

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.