First Citizens Bank Introduces New TV Ad Campaign on Regional Broadcasts of Academy Awards Feb. 26
February 23 2017 - 11:00AM
Directed by Oscar-winning filmmaker Errol Morris,
ad campaign showcases associates’ pride in the bank’s Forever
First commitment to customers
The women and men of First Citizens Bank take center stage in a new
television advertising campaign set to launch during this year’s
Academy Awards broadcast on Feb. 26. The campaign, called Pride,
features real employees telling the story of the bank’s Forever
First commitment to helping people take care of their financial
lives for the long term.
Directed by Academy Award-winning documentary filmmaker Errol
Morris of Moxie Pictures, the commercials showcase the unscripted
thoughts and stories of First Citizens associates from many of the
bank’s markets. The campaign features a mix of local and regional
bankers, behind-the-scenes support staff and senior executives.
“Our customers tell us over and over again that our people make
First Citizens an important part of their financial lives,” said
Jeff Ward, chief strategy officer of First Citizens Bank. “And
we’re incredibly proud of the team we’ve built here. It seemed like
the right time to shine a light on their passion for helping the
people who come to us with their family finances and business
banking needs.”
The campaign includes a series of 15- and 30-second commercials,
each featuring a single First Citizens associate sharing a favorite
memory or impression about the bank’s commitment to the customers
and communities it serves. Kicking off the campaign is a special
60-second commercial featuring all the employees who participated
in the project. This commercial will introduce the campaign on
regional broadcasts (Raleigh-Durham and Charlotte, N.C.; Columbia
and Charleston, S.C.) of the Academy Awards ceremony on Feb.
26.
“Our brand is, at its core, about helping our customers achieve
their financial goals,” said Jim Bacharach, First Citizens Manager
of Brand Marketing. “And we try to do that in a genuine and
down-to-earth way. This campaign expresses all that through
Errol Morris’ inimitable style.”
Errol Morris is widely considered one of the great documentary
filmmakers working today. Morris’s film, “The Fog of War,” won the
2003 Academy Award for Best Documentary Feature. His other
feature documentaries include “The Thin Blue Line,” “A Brief
History of Time” and “The Unknown Known.” He has a new Netflix
series, “Wormwood,” in post-production.
Development of the Pride campaign was overseen by Factory, a
Detroit-based advertising agency that has been working with First
Citizens Bank since the launch of its Forever First marketing
platform.
“We called this body of work ‘Pride’ for a reason,” said Mark
Lantz, Factory’s executive creative director. “So many of the
people we meet at First Citizens are so clearly proud of the work
they do for customers. There’s real warmth and humanity at
the heart of this brand. We knew a great filmmaker like Errol
Morris could bring that out so people who don’t currently bank at
First Citizens can see what makes this bank so special.”
The campaign launches with the first five television commercials
and three digital videos. In upcoming months, additional
commercials and digital videos will be introduced to the mix.
The initial wave of spots, including the ad broadcast during the
Academy Awards, will be available for viewing on the bank’s YouTube
site the evening of Feb. 26.
Founded in 1898 and headquartered in Raleigh, N.C., First
Citizens Bank serves customers at more than 500 branches in 21
states. First Citizens Bank is a major subsidiary of First Citizens
BancShares Inc. (Nasdaq:FCNCA), which has $33 billion in assets.
For more information, call toll free 1.888.FC DIRECT
(1.888.323.4732) or visit firstcitizens.com. First Citizens Bank.
Forever First®.
Contact: Barbara Thompson
First Citizens Bank
919.716.2716
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