The Lighter Side of FleetBoston

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Jumping into the Olympic spotlight, FleetBoston Financial launches a new campaign this week during NBC’s Winter Games coverage.

The latest salvo uses under sta ted humor—an element the bank began to employ in ads last year— to “allow Fleet to show a bit more of its personality, ” said Spencer Deadrick, svp, group creative director at Hill, Holliday, Connors, Cosmopulos.

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