• by Fern Siegel , August 17, 2023

FirstBank has kicked off a new ad campaign — "The Humans You Want" — that pitches the latest in business banking technology: human beings.

The tongue-in-cheek work was created by TDA Boulder, the bank's longtime agency partner.

The spots push a premium on the personal touch in business banking relationships. “We are lucky to have a client who understands what their strongest asset is and is willing to have a powerful point of view," said Jeremy Seibold, Partner/CD, TDA Boulder.

Three videos, targeting mid-to-large-size business owners, underscore that theme: Artificial Intelligence, The Future and Human Beings.

The "The Humans You Want" cross-platform campaign runs across various media channels, including broadcast, online, print, out-of-home and radio. It rolls out first in Colorado, California and Arizona.

The tagline of the three spots: "The technology you need. The humans you want."

Dave Fisher, president of marketing at FirstBank, said: "Our customers have poured everything into maintaining and growing their business; they should expect that same level of commitment from their bank. Even though we leverage cutting-edge technology, ‘The Human You Want’ campaign emphasizes the core feature of our banking services will always be personal relationships."

TDA Boulder client roster also includes Acana, Desert Door and Proud Source.

FirstBank, which began in 1963, has grown to be one of the largest privately held banks in the United States, maintaining more than $28 billion in assets and 100 branch locations across Colorado, Arizona and California.