Coach Plays for Bank of Louisville

University of Louis-ville basketball coach Rick Pitino is a man on the go in Kleier Communications’ new campaign for the Bank of Louisville.

“Rick Pitino is a brand representing success, passion, energy,” said Tom Herndon, creative director at the Louisville, Ky., shop. “We’ve borrowed that equity for the Bank of Louisville.”

Two 30-second spots airing on local television, supported by print and point-of-sale materials, break this week and accelerate during the upcoming college basketball season.

“A Day in the Life of Pitino” portrays the coach in pinstriped suit and power tie, entering a chaotic office. A dozen assistants and secretaries are scrambling to book scouting trips and complete other tasks. Pitino, in voiceover, says, “Success means surrounding yourself with smart, hardworking people and letting them do what they do best.”

The coach takes charge when a player wails that he lost his size 22 basketball shoes. Pitino’s deadpan advice: “Next time, keep your shoes on.”

In the second spot, Pitino, the former Boston Celtics and University of Kentucky coach, loses a pick-up game against two preteens. He is forced to fork over “two big ones” (in this case, two pushcart hot dogs) to the victors. Fortunately, there is a Bank of Louisville ATM nearby. The campaign tag: “Always here.”

Herndon served as copywriter, and Don Canary was the art director. The spots were shot in Louisville by Videobred’s Cindy Jones.