Sumitomo Connects With Personal Touch

Advertiser: Sumitomo Bank of California

Agency: Saatchi & Saatchi Pacific, Torrance

The Challenge: Keep the 2-year-old “Bank that’s built for business” campaign fresh.

The Ads: Print ads use unconventional images to attract potential customers--businesses with annual revenue ranging from $10 million to $500 million. One ad shows schoolchildren on a stage in costumes representing the basic food groups. The caption reads, “Not since your starring role in the ‘Four Basic Food Groups’ have you enjoyed this much attention.” Another print ad in the campaign shows the classic 98-pound weakling in his workout clothes. The caption beneath his photo says, “He’s an expert on power-lifting, spinning and cardio-boxing, and it shows.” Ad copy explains that when Sumitomo took on Sports Club/LA as a client, it endeavored to learn about the health club business firsthand.

Comment: Sumitomo avoids images of business people typical of so many bank ads, opting instead for irony and whimsy. Saatchi account executive Chuck May said that ad featuring the nerdy power-lifter is the closest the agency has come to a testimonial--a tactic he dismisses as generally “trite” and “self-serving.” But, hey, it worked for George Atlas. $$$

*

Ads are rated from $ to $$$$, based on tastefulness and probable effectiveness, with $$$$ being best.