Bank Ad Takes Wearable Tech Mocking to New Heights With Family of Glassholes

Amish abuse, too

Headshot of Alfred Maskeroni

Lots of advertisers are anti-tech. But with more and more dorks strapping computers to their faces, anti-wearable-tech has become its own bona fide marketing subgenre.

In this well-timed ad for FirstBank from TDA_Boulder, we are transported into an absurd cautionary tale meets PSA meets totally believable dystopic scenario—as an entire family wears clumsy futuristic computer glasses that present pop-up ads, take selfies, post them to the Internet and generally distract the wearers while they attempt to eat dinner.

The solution, amusingly enough, is the bank's mobile app—which exists as an app on a regular smartphone, not on some wearable device, and so it's actually somewhat old-fashioned. "Get back to the real world," says the tagline. (Yes, apps are now, relatively speaking, "the real world.")

Three other ads take place in the polar opposite of the tech spectrum, Amish country, where stereotypical characters talk of tech sorcery and how inconvenient it is to physically go to a bank. Says one character, "I'd show you, but I'm not allowed to touch this thing."


Client: FirstBank

Advertising Agency: TDA_Boulder, Boulder, Colo.

Creative Director: Jeremy Seibold

Art Director: Austin O'Connor

Copywriter: Dan Colburn

Executive Creative Director: Jonathan Schoenberg

Agency Producer: Susan Fisher

Production Company: MJZ

Directors: The Perlorian Brothers

Director of Photography: Marten Tedin

Executive Producer: Scott Howard

Line Producer: Brady Vant Hull

Editing: Cosmo Street Editorial

Editor: Katz

Assistant Editor: John Bradley

Producer: Jamie Perritt

Color Correction: Company 3

Telecine Operator: Mike Pethel

Mix, Sound Design: Lime Studios

Engineer: Zac Fisher

Published: April 2014

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@maskeroni Alfred Maskeroni is director of video for Adweek.