Bank of the West is breaking its first brand spot in five years as part of a brand relaunch for the San Francisco-based bank.
The campaign aims to link the regional bank's identity to the Modern West and disassociate from the big banks of Wall Street. The lead TV spot, "Sonoma to Nebraska," marks the first TV spot from ad agency Heat, San Francisco. Media is being handled by Mediaspot, Newport Beach, Calif.
The concept is embodied in the commercial's catchphrase, "There's a spirit in the West that drives people to do more," which is spoken by Daniel Stern of "The Wonder Years." The target is both general consumer and business customers, says Heat President John Elder.
"Bank of the West is targeting adults 18-54," Elder tells Marketing Daily."They are seeking new retail, commercial and small business customers who would like to work with a bank with competitive products and rates [and one] that provides a unique customer service experience."
Based in 19 Western states, Bank of the West understands the optimistic, entrepreneurial nature of those who have always looked to "Go West" to find success and has a heritage of supporting people who do so, Elder adds.
"At Heat, we have been customers of Bank of the West since our inception and I can tell you that they run a great operation," Elder says. "We are thrilled to be able to tell their story in a way that's never been done before. In this day and age when it's hard to find great service in any business, Bank of the West exceeds expectations."
The 30-second spot describes future Western successes, including a Cabernet soda from Sonoma, a James Beard Award-winning line chef from Denver, and a champion-to-be racehorse, groomed on a Nebraska farm. The spot shows landscapes only -- no people -- so that viewers may place themselves within the Modern West's environment of progress. The tag is "Another reason to go West."
It breaks July 29 on ESPN's "Bank of the West Classic" (tennis). Additional media buys will include news and sports programming.
Bank of the West has customers in all 50 states and over $58 billion in assets.