Just another day at the office.

Institution: South Carolina Bank and Trust, Columbia, S.C.

Assets: $1.2 billion; 33 locations

Agency: Cotton and Crown, Charlotte, N.C.

The purpose of this spot was to introduce the bank's new name and to illustrate the rebranding message: "Big bank services. Small bank service." The ad needed to do two things: (1) attract new customers (primarily those disgruntled with the "big banks") and (2) demonstrate the approachability of personnel at South Carolina Bank and Trust.

"The CEO of the bank is particularly friendly and outgoing, so we decided to use him as our 'figurehead'," notes Nick Hart of the agency. "We also wanted to convey that this bank goes above and beyond in its service ethic, so we showed bankers delivering service at the customers' location."

Hart's advice to marketers developing similar ads is not to treat banks like stodgy institutions. "Have fun and don't treat the subject too seriously. And remember that banking is a low-interest category among consumers, so you need to find a 'hook' that will help your advertising stand out."

Sound effects: Old-fashioned store bell rings.

Voiceover: Hi. We're South Carolina Bank and Trust. And across our state, we're reporting for work. With cutting-edge services and rolled-up sleeves. Ready to pitch in--what ever the time, wherever the place. In fact, there's nothing we wouldn't do for our customers ... Really. South Carolina Bank and Trust. Services? You name it. Service? We've got it.