TDA Boulder shifts approach with its latest campaign for FirstBank, seeking to inspire local businesses.
The campaign launches with the 30-second spot “Legacy,” which emphasizes the distinction between modern Internet “fame” and a real legacy. In the spots first 15 seconds viewers are barraged with viral Internet “fails” such as a balance beam gymnast landing on his crotch and a man cannonballing onto an iced-over pool. “Since when did ‘leaving a legacy’ mean ‘going viral?'” the voiceover asks. At the spot’s midpoint the text “Let’s Grow Business” appears onscreen, accompanied by voiceover, as its shifts to a focus on what a true legacy is, accompanied by images of business and commerce. The way in which the spot seamlessly incorporates humor (via the Internet-culled clips) into its message marks a step forward from previous efforts such as the recent Amish-themed campaign and the creepy “Bargain Dummy” spot.
The spot will run during live sports and new programming on major networks, as well as twenty cable channels, including ESPN, USA, and The History Channel. Other media for the campaign will follow in the coming weeks and months.
Client: FirstBank, Lakewood, Colo.
Agency: TDA Boulder, Boulder, Colo.
AD: Austin O’Connor
CW: Dan Colburn
CD: Jeremy Seibold
ECD: Jonathan Schoenberg
Agency Prod.: Susan Fisher
Prod. Co.: MJZ, Los Angeles
Dirs.: The Perlorian Brothers
D.P.: Marten Tedin
Executive Producer: Scott Howard
Line Producer: Brady Vant Hull
Internet footage: FailArmy, Culver City, Calif.
Additional “industry” footage: stock
Editorial/Post: Cosmo Street Editorial, Santa Monica
Assistant Editor: John Bradley
Producer: Jamie Perritt
Color Correct: Company 3, Los Angeles
Telecine Operator: Mike Pethel
Mix/Sound Design: Lime Studios, Santa Monica
Engineer: Zac Fisher