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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. He oversees creative development on FleetBoston with Todd Riddle, also svp, group creative director
The five commercials showcase the ease with which retail and small- business customers can conduct transactions with the bank.
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