Last spring, we sat down on a nice couch. It belonged to Lisa Rodericks, the CMO at Cambridge Savings Bank, and we were there to talk about the evolution of her brand campaign, Always You – an idea that’s all about treating every customer like they’re the only customer. Lisa is cool, very down-to-earth. She told us that she wanted a campaign that felt very real, while telling us in a way that felt, well… very real.
Her team at CSB was doing a lot of things that other banks weren’t. So one by one, Lisa listed them, arguing “Who does that?” And she was right. They had taken the time to develop products and practices that were unique – which, if you know the banking industry, is not easy.
So, we came back to her with an idea that stemmed from that first conversation:
Who does that? We do that.
It was a campaign that embraced the fact that people would be skeptical of a community bank making these claims, and used their disbelief to create simple conversations that helped us put those misconceptions to bed. Here’s a few of the new spots which started airing last month.
These were a lot of fun to make. And it’s always nice to hear that customers are writing in to tell the bank things like, “Great ad. Maybe the first bank ad I’ve ever liked.”
I give a lot of credit to Lisa and her entire team for sharing a vision for where their brand could and should go. And for trusting us to deliver on the idea – which really benefitted from some great casting, great producing and directing from Jonathan Bekemier & Red Tree, editing from Peel & Eat, and sonic landscaping from Mike Letourneau at Soundtrack.