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

I’m not a fan of banks — but then who is? — they are a necessary evil.

This ad takes those negative feelings, then subverts them.

This copy isn’t meant to convert outright. It primes the pump — creates awareness.

How can we tell?

Well, what part of this would make someone drop what they’re doing and become a customer?

It’s establishing the thinnest of veneers of trust, by calling out the greed in the banking and financial industry — that’s all.

No benefit offered, no pain addressed, no call to action. All of it falls under beliefs or mission.

But in tandem with other ads which build an actual case, with a hard call to action? If it’s memorable enough, the brand will seem more familiar the next time we see it. And even more so the next time, and so on.

We trust the familiar. And we buy what we trust.

A touch more on that below.

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.

Or… it could go like this:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

For help with editing, email Dan:
[email protected].

The marketing ‘Rule of Seven’:

A prospective buyer needs to hear or see a marketing message at least seven times before they take action to buy a product or service.

Developed in the 1930s by the movie industry.