Don't squint when you read the fine print.

• Position: Marketing News

What's a bank ad without fine print? This year, an advertising campaign from the Community Bank System Inc., Syracuse, N.Y., pokes gentle fun at the small print normally found at the bottom of bank advertisements.

The holding company is the parent organization for two banks with 130 branches in New York state and Pennsylvania, Community Bank, N.A. (assets: $4.1 billion), Syracuse, N.Y., and First Liberty Bank & Trust in Pennsylvania.

The campaign, entitled, "Bank Happy" is the first-ever fully integrated, systemwide effort by the Community Bank System.

The print ads feature smiling people talking about file "happy" feeling they get when they bank at Community Bank. At the bottom, the fine print starts by saying, "If" you're...