Brooks Jackson
Copywriter at TBWA\Media Arts Lab
Los Angeles, United States
TitleCommon Courtesy
Agency
Campaign Common Courtesy - Frost Bank
Advertiser Frost Bank
Brand Frost Bank
PostedJanuary 2005
Product Financial services
Business Sector Banking, Finance, Law & Insurance
Tagline We're From Here
Story The ad takes a subtle and sophisticated approach that caters to those individuals who understand that there¹s more to Texas than just cowboy boots. The “We¹re From Here” message is visually communicated by enlisting color washed, black and white photography of a big Texas sky as the backdrop for the plain-speak messages communicated in headlines. The headlines are executed with vintage script type that appears to be burned into the background photo. As a result, the campaign looks and feels as timeless and familiar as the ideas it conveys.
Philosophy McGarrah/Jessee produced a series of print ads that remain true to the bank's Texas heritage. The "We're From Here" positioning is presented in a distinctive, even startling visual treatment with new copy that addresses the myriad of financial services available. Hence, communicating a financially sophisticated bank that has not changed its customer care philosophy in 137 years.
Problem The goal of the current print campaign is to raise awareness that Frost carries all the capabilities and financial sophistication of today's mega-banks but hasn¹t forgotten the value of personal attention that a small town bank can offer. It is the first ad McGarrah/Jessee has produced that specifically mentions the bank's broad spectrum of services.
Result Since ads just began three weeks ago, it is too soon to provide accurate results.
Media Type Magazine
Market United States
Art Director
Copywriter
Creative Director

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