Kerker Guides Bank’s TV Effort

Kerker positions U.S. Bancorp Piper Jaffray’s private-advisory services division as more than mere brokers in its first consumer advertising campaign for the fi-nancial institution.

The campaign, which includes the Minneapolis agency’s first television work for the client, continues the tagline, “Guides for the journey.” Kerker conceived that line last year for a business-to-business campaign for the company’s equity capital markets division.

“[The idea] asserts that the true visionaries, heroes and investors of the world often achieve their goals because of the guides they choose,” said Chris Preston, Kerker’s creative director.

The television spot, set to break on Sept. 8, features shots of mountains and mountaineers. “If life is indeed a journey, you’ll need a guide,” says a voiceover, adding that the Minneapolis company’s advisors are trustworthy experts in education, investment and retirement planning and “whose only measure of success is yours.”

Print advertising takes a more direct approach and concentrates on specific offerings and programs, such as education savings. One execution shows an astronaut’s footprint on the moon with the headline, “On your child’s journey to college, the first step is yours.” Body copy and an inset photograph of former NASA flight director Gene Kranz liken the company to Kranz’s direction of the Apollo program. Other ads in the print series employ Lewis and Clark guide Sacagawea and Tenzing Norgay, who led Sir Edmund Hillary up Mount Everest.

Upcoming efforts will highlight other bank programs including investment and retirement planning, according to Preston. “It’s an ongoing journey that may require a guide at many points,” he said.

The campaign will run in the client’s key private-advisory services markets such as Kansas City, Mo., Milwaukee, Minneapolis, Phoe-nix and San Francisco.

Media spending for the campaign was not disclosed.