Cronin Gets Into a Groove for Liberty

BOSTON To kick off its second year crafting ads for Liberty Bank, independent shop Cronin & Co. dusts off a pair of pop-music oldies for new TV commercials that begin breaking this month in Connecticut.

“Groovy Kind of Love,” by Wayne Fontana and the Mindbenders, and “Come and Get Your Love,” by Leon Redbone, are used to underscore the client’s positioning, “A bank you can love. For life.” That line was introduced for Liberty by Glastonbury, Conn.-based Cronin a year ago.

The “Groovy” spot promotes various banking services, such as free checking and online bill payment, while “Come and Get It” supports consumer lending.

Each spot runs 30 seconds and they will air in Connecticut through October. Ad spending for the Middletown, Conn.-based client, which maintains about 35 branches statewide, is estimated in the mid-six-figure range.

Steve Wolfberg served as creative director on the effort; Jill Scherrer wrote the copy; Wayne Raicik handled art direction. Limore Shur directed.