This is a campaign for a small neighborhood bank surrounded by big banks.
People were fed up with impersonal, arrogant big banks but found it hard to give up some of the banking advantages. This insight was the catalyst for the bank’s local television and print campaign.
(tv and print used Don’s illustrations)
Needham Bank
People are intimidated by big impersonal banks. This Needham Bank spot epitomized that emotion.
A bit over the top but this spot pitted national impersonal banks against local and personal banking.
One huge big bank advantage that people were reluctant to give up if they moved to a small bank was the ubiquitous ATMs that were everywhere.
The tone of each spot was so low-key. This one focused on the advantage a small bank had on your neighborhood.
