Salem Five Keeps ‘You’ in Mind

Duffy & Shanley employs the theme “Banking with you in mind” in its first campaign for Salem Five Cents Savings Bank.

The campaign aims to bring Salem Five’s direct-banking Web site and its insurance and brokerage services under one corporate umbrella. It also promotes the level of service that goes along with the bank’s various offerings.

“It offers all of the financial services you’d expect from a large bank, coupled with the human qualities people like,” said D&S chief creative Peter Marcionetti, who handled the art direction.

Spending is estimated in the low seven figures.

Based in Salem, Mass., the bank has about a dozen retail branches in the Boston area, as well as loan offices in Massachusetts, New Hampshire, Maine and Connecticut.

Two 30-second TV spots debut this week in the Boston area. One features a little girl twirling around with a basket of glowing, battery-powered stars and offering them to the camera. As phrases such as “Life” and “A home” appear on screen, a voiceover says, “We’re here to help you reach all your goals with our five-star financial services—a selection of products unique to Salem Five, designed to your unique needs.”

A second commercial shows a group of bankers holding the stars in their hands and then offering them to consumers; a voiceover describes the bank’s services as “delivered by knowledgeable, just plain decent people who are working in your best interest.”

Both close with the tag, “Banking with you in mind.”

The spots are running for the next eight weeks on local network affil iates and on cable stations such as CNN, A&E, ESPN, the Discovery Channel and the History Channel. Similarly fashioned radio ads are running on several Boston stations.

Outdoor executions are appearing in Boston’s northern suburbs.

The copywriter was Michael Silvia. John Hewett of Picture Park in Boston directed the TV spots. Media chores are handled by the agency.

Providence, R.I.-based Duffy & Shanley won the Salem Five account a year ago following a review. Previously, the business was handled by Kelley Habib John Integrated Marketing in Boston for 15 years.