Given the recent performance of banks, consumers wouldn’t be in the mood for a commercial that depicts warm-and-friendly bankers. So, this spot for Colorado-based FirstBank (via TDA Advertising & Design) is probably smart to show us a FirstBanker who’s a bit mean — but mean on his customers’ behalf. Show up wearing the same shirt as a FirstBank customer, and he’ll rip it right off you. Order the same elaborate coffee concoction and he’ll knock it to the floor. Aside from holding a viewer’s attention (which it certainly does), this performance provides a persuasive setup to the onscreen super that explains what he’s been up to: “We’re here to protect your identity.” (And if your identity consists in part of wearing a dorky short and ordering a pretentious drink, so be it.) A spot that told us FirstBankers are exemplars of caring/sharing humanity would seem ridiculous. A spot that positions the banker as a remorseless enforcer is making a point that’s at once more credible and more pertinent to what consumers want. After all, you want a tough guy on your side these days when it comes to your finances. –Mark Dolliver