Gearon Hoffman Positions Capital Crossing Bank

Looking to distance itself from the spate of industry mergers, Capital Crossing Bank is breaking its first business-to-business campaign from Gearon Hoffman.

“Because of the recent mergers, customers are not necessarily known by their banks,” said Richard Wayne, president and co-chief executive officer at Boston-based Capital Crossing. Ads seek to show that “at Capital Crossing, customers will deal with decision makers,” he said.

A 30-second TV spot, titled “Revolving Desk,” shows a businessman talking to a banker, who says, “Forget about the merger, Bob. Your company’s business will always be important at this bank.”

Suddenly, the banker’s desk rotates into the floor, only to emerge with a replacement, who says: “Yes, Mr. Nuffman, we want your company’s business, whatever it is.” The baffled customer corrects him—he’s gotten his last name wrong. “Hoffman,” he says.

The second banker is replaced by a nervous, mumbling man, who is in turn replaced by a flower pot.

A voiceover con-cludes: “Can’t talk to decision makers at your bank? You will at Capital Cros-sing Bank. Boston’s business banking alternative.”

“[The spot] is based on experiences we’ve all had with banks and service providers, when the company flips your contact person,” said Dick Davis, art director for the campaign.

The spot will run for six weeks on broadcast and cable TV in the Boston area. Print ads broke last week in The Boston Globe, Massachusetts Lawyers Weekly and local papers. Boston-based Gearon Hoffman handled media chores. When the agency won the account in August, the budget was not disclosed, but is believed to be in the low seven-figure range [Adweek, Aug. 7].

The current campaign, which pits Capital Crossing against larger players such as FleetBoston Finan-cial, Sovereign Bank and Citizens Bank, may be viewed as a measure of revenge for Gearon Hoffman. The agency split with Sovereign in the spring after working with the client for only four months. The Wyomissing, Pa.-based bank switched its $5 million New England account to Arnold Worldwide, Boston [Adweek, May 1].