Promoting Simplicity

PS&K’s First Ads for Webster Bank Include A 10-Second Promise Not to Waste Any Time
BOSTON–Webster Bank has unveiled its inaugural TV branding campaign from Pagano Schenck & Kay with the tagline, “The simpler. The better.”
Ads created by the Boston-based shop position the second-largest bank in Connecticut as the place to go for faster, easier banking.
Three 30-second TV commercials show scenarios that could have been avoided had a certain someone used Webster Bank instead of a slower, more cumbersome competitor.
“The customer’s reality is that while their money is very important to them, banking is not,” said agency president and executive creative director Woody Kay. “With all of the other things they have going on in their busy lives, they don’t want to have to deal with hassles from their bank.”
One spot features a boy playing baseball. “This is Pete,” the voiceover says. While an arrow points to an empty seat in the bleachers, the voiceover continues, “This is where Pete’s father would be if he weren’t stuck down at the bank, opening an account.”
Another ad in the series shows a woman silently waiting at a kitchen table while her husband works through red tape at their bank.
In addition, three 10-second TV commercials convey Webster’s simplicity and speed of service. One spot features a yellow screen with the words: “Simplified banking.” The voiceover says, “Simplified banking means we don’t waste any of your time. And neither will our commercials.”
“The campaign captures that link between what we are uniquely qualified to deliver to Connecticut banking customers and what those customers are specifically looking for,” said Margaret Steeves, senior vice president of marketing at Webster.
The commercials, which broke on ABC’s Academy Awards telecast, are being supported by print, outdoor and transit executions throughout the Nutmeg State.
Media spending was not disclosed; however, when PS&K was awarded the account last year after a review, spending was reported at $5 million [Adweek, June 16, 1997].
Based in Waterbury, Conn., Webster is currently negotiating a merger with Eagle Bank in Bristol, Conn. The merged entity will boast $9 million in assets and 110 branches.