Before listening to this commercial, please make a list of the attributes that you look for in a bank — the things that make up “your kind of bank.”
Done?
Okay, now the commercial….
Please review your list. Exactly where does “ranking first in a JD Power and Associates survey” show up on that list?
If that’s not on your list, then according to this commercial Bank of the West is not your kind of bank.
“We’re the kind of bank that puts our customers first.”
Oooh, what a powerful positioning statement. As original as it is persuasive.
“For exceptional service that can make banking easier for you”
Sure would’ve been nice if they’d given us an example of their exceptional service and how it makes banking easier for us.
This is a commercial for JD Power and Associates, complete with a Call To Action to visit the JD Power and Associates website.
Paid for by Bank of the West.
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So Dan,
Is this evidence of the “new generation” of ad writers, AE’s etc making the same rookie mistakes that have been made a zillion times?
I’d bet they have clean wide isles and friendly customer service as well.
The sad truth is that many agencies have dumped their copy writers for budgetary reasons. After all, the AE can write the copy!!
I get scripts for big national clients from some of the largest agencies that are nothing but rip-and-read garbage with zero creativity. Usually, there are at least a few glaring grammar mistakes too.
Of course, when a spot like the example you posted doesn’t work, it’s the station’s fault.
Let’s not even get started on grammar and spelling!?!?! OMG, it *is* bad out there. So after radio made their AE’s write all their spots, now it’s hit the agencies? Where is this all going to end up? Maybe it’s nameless writers hired off the web?
I’d bet that the “JD Power ” bit is something the client demanded. I’d also bet the agency tried to talk them out of it .. with no luck . End result : commercial designed to fail .
Hey I posted that one above but had to re-capcha so no name. Maybe I shoulda let it ride. Anyway I wanted to say my dream bank would have people who remembered my name (like in the old days) and not charge me an astronomical fee for every transaction. Sometimes double fees. One for going in and one for going out. I guess there really is nothing, truthfully good about banking now-a-days so you gotta write copy that’s generic?
I work with a lot of banks so I’d prefer to stay nameless. An RAB certified copywriter and I submit some amazingly good copy (if I do say so myself) to the banks only to get it rewritten entirely by a committee at the bank that insists on mentioning how long they’ve been in business, that quality service is their top priority, that their bankers live in our communities, etc. The also use lots of banking phrases that only sound impressive to bankers.
What I’ve come to realize is that, for whatever reason, the banks aren’t all that concerned about reaching their target audiences. They just want to use language that impresses their competition. However, they still provide a large part of my income each year, so I advise, they ignore, I produce what they want, they pay me, then I go on to work with other clients who WILL listen and allow me to do more targeted and compelling work for them.
What? No trained and knowledgable staff?
So, Mitch, you’ve been to my bank!