Commercial banking promotion.

• Position: Brief article

Institution: EVB, Tappahannock, Va.

Asset size: $1.1 billion

Agency: DeLaune and Associates, Austin, Texas

The bank wanted more people to be aware of its commercial banking service. The goal was to demonstrate the different ways that the bank could help local business and also to reinforce the bank brand.

Several bank customers were photographed and interviewed and featured in newspaper, radio and TV advertising.

The 30-second TV spots highlighted three commercial customers from hree different regions. The spots are examples of creative use of materials to enerate a TV ad at limited expense. The commercial uses still photographs ith a blank background. A sense of movement is created when the blank background is filled in with an animation. The animation, in turn, converts...