Frost Bank’s “We Want All Your Money” Ad

I’m not a huge fan of banks — but they are a necessity. A utility that I begrudgingly accept. I don’t really trust them.

They take those feelings and run with it here.

This ad isn’t converting, as much as it’s priming the pump — I see it as an effective awareness campaign ad. Its main job is to be memorable.

Why?

Standing alone, I’m unconvinced the thin veneer of trust created by acknowledging greedy banking is enough. But in tandem with other ads which show clear benefits to switching, it serves as a reminder for the reader to recall those previously seen benefits.

Playing connect-the-dots.