O’Neal & Prelle Unveils TV Ads For Conn. Bank

In its first significant campaign, New England Bank employs a goofy, earnest spokesman to communicate the bank’s array of financial services and its hometown appeal.
Created by O’Neal & Prelle, Hartford, Conn., a trio of 30-second TV spots feature New England Bank Man appearing suddenly to extol the benefits of the bank. Each ad ends with the tagline: “The way you want to bank.”
One commercial shows office workers toiling on old-fashioned equipment. Bank Man rushes through the door to describe New England Bank’s array of loans, including one to “upgrade office equipment.” As he dashes off, one woman asks, “Who was that man?”
Another spot shows workers gobbling down their lunches before running errands. Bank Man advises them that New England Bank adds tellers during lunch hours so “you can breeze through without indigestion.”
Agency creative director Richard Gamer worked with copywriter Derek Wood, art director David Campbell and producer Jo-Ann Lizon.
“We wanted people to feel like this is a bank that is high-tech and has all the financial services but is approachable,” Gamer explained. “In this era of banks gobbling up other banks, customers start to fear they’re not getting [individual] attention.”
The six-figure TV campaign is running through Nov. 15 during morning and evening news programs on WFSB-TV, WTIC-TV and WVIT-TV.
A subsidiary of Windsor, Conn.-based New England Community Bancorp, New England Bank has assets of $630 million and 20 automatic teller machines in central Connecticut.