Everything you plan on.

• Position: Radio Single: Union Planters Bank - Brief Article

Institution: Union Planters Bank, Memphis, Tenn.

Assets: $31.9 billion; 717 locations in 11 states.

Agency: Biggs/Gilmore Communications, Kalamazoo, Mich.

The goal was to increase applications for home-equity lines. Since most households have never taken out a line, the campaign objective was to "plant the idea" in the minds of homeowners that even if they didn't have a current need for one, they might have a need in the future. In other words, better safe than sorry.

The spot ran for one month throughout all market areas and then was made available for up to a year for use by individual branches. The agency recommends: "Don't talk down to customers; talk to them about things they can relate to."

Female #1: Mom? Guess what? I got into Harvard!

Sound effect: Thud.

Female #1: Mom?

Announcer: You never know when home equity line of credit from Union Planters Bank will come in handy. And with today's low rate, it's smart credit.

Female #2: I really think we should call a plumber.

Male #1: Look, I can do this myself.

Female #2: Do you even know what you're doing?

Male #1: Trust...