Totally focused on you campaign.

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Institution: First Commercial Bank, Birmingham, Ala.

Assets: $1.78 Billion

Agency: Frederick Swanson, Alpharetta, Ga.

For decades, the Birmingham, Ala., bank market had been comprised exclusively of home-grown banks. But by early 2005, Wachovia had acquired hometown bank SouthTrust; Regionas and Union-Plants banks had merged. In all, four new bank brands were on the landscape and consumers were rethinking their bank choices.

First Commercial Bank (FCB), being of moderate size but with the backing of Synovus, was perfectly situated to capture incremental market share.

The objective of the brand campaign was to differentiate FCB as a bank that is powerful enough to deliver every banking service, like a megabank, but still small enough to give every customer individual attention.

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Radio: Disappears

Announcer: You know there is a baffling phenomenon going on today in the banking world. In fact it's happening to someone right now, at this very point and time. It goes something like this: You walk into your bank.

SFX: Hello. (echo, Hello)

Announcer: It's a big bank.

SFX: Hello?

Announcer: A big bank full of big bank bankers. Doing lots of big bank bankers stuff, but when you need a little help from you big bank ...

SFX: Ah, Hello?

Announcer: Suddenly everyone disappears ...

SFX: Hello? Helloooo?

Announcer: Oh, I feel your pain, Sir. At First Commercial Bank, you'll find just the opposite ... a staff of professionals who are completely, 100% focused on you. Which means at First Commercial Bank we actually take the time to listen, to understand and to help. So whether you are looking for, you know, a basic checking, maybe investment services or lending options make the switch to First Commercial Bank.

SFX: Hello?

SFX: (Teller) Hello, How may I help you?

SFX: Really?

Announcer: Its a welcome change in the banking industry ... First Commercial Bank. Totally focused on you. Equal housing lender. Member FDIC. And no echo ....