Cal Fed’s Power Play

Suissa Ads Tout ‘Customer-Obsessed’ Bank
LOS ANGELES–In these days of impersonal service in the banking industry, consumers still control their money.
That’s the message of a new Suissa Miller campaign for California Federal Bank, the second-largest California-based financial institution.
With a new tag, “You have more power than you think,” the ads tout Cal Fed’s various products and services, ranging from retirement planning to home loans.
One 30-second spot shows a man entering his garage to find it crammed full of stuff. “You have the power to organize your life,” a voiceover says. The man proceeds to tidy up the space, and everything is in order by the end of the spot.
Consumers who are getting poor service are told they have the power to leave their bank for Cal Fed, which considers itself “customer-obsessed,” according to executives with the Los Angeles agency.
The ads celebrate the “humble dignity in everyday life,” said Dave Randolph, account supervisor.
The campaign broke last week in major California markets and Las Vegas and will run throughout the year.
Agency chairman David Suissa served as executive creative director, Nigel Williams was the associate creative director/art director and Ken Pappanduros was the copywriter.
The agency won the estimated $20-25 million account last year, after a review of California agencies. K