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BOSTON FleetBoston Financial next week breaks new ads in its “Forward. Thinking” campaign via Interpublic Group’s Hill, Holliday, Connors, Cosmopulos.
The spots use the cinematic technique of filming from behind their subjects. Faces and other details are revealed late in the executions, and the ads attempt to explain how Fleet products and services help people from all walks of life.
In one 60-second commercial breaking Tuesday, ordinary people are seen doing different activities—a father and child walking through New York’s Times Square, a couple moving through the site where their home is being built, a woman on her wedding day—from behind to convey the “forward thinking” message.
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