Truist, in normal times, would be raising visibility about the bank’s new name derived from the merger between BB&T and SunTrust by releasing lots of fun, light-hearted sports-centered spots.
Instead, in light of the current COVID-19 pandemic, the company enlisted its agency partners StrawberryFrog and 22squared to develop an ad speaking to its community about the virus’s devastating financial implications.
The ad opens with images of empty cities, from schools to playgrounds while a male voiceover announces a new aid program called Truist Cares to help Americans during this “new reality.”
The bank is pledging $25 million in philanthropic support to provide aid for basic needs, medical supplies, and financial hardship. The ad directs viewers to Truist.com/TruistCares for additional information.
The 60-second commercial runs in six markets including Charlotte, DC, Miami, Orlando and Tampa; and is supported with additional radio, digital spots, and social media. The media is a targeted regional approach to reach the bank’s primary customer base.
The campaign’s creation underscored the industry’s new normal. Truist’s and StrawberryFrog’s team plus the production squad worked remotely during the production of the spot.