Frost launches innovative campaign touting the bank's stability.

• Position: Marketing News

Frost National Bank, Austin, Texas, has launched another innovative branding campaign. This campaign, which consists of television, radio and digital ads, is targeted at individuals and business owners who may be contemplating switching financial institutions during this time of financial uncertainty. A secondary target is current Frost customers who need additional financial services.

Frost Bank has assets of $15.3 billion.

"Through its simplicity and directness, the campaign communicates how we are different from other financial institutions," says Pare Thomas the bank's executive vice president of marketing.

The ads are shot in a simple, clean style, with no spokesperson, celebrity or otherwise; in fact, no speaking parts at all. Not even a voiceover, making the message the star.

Three ads use only camera cards to convey a message of trust and responsibility. "Miles" reveals distances from Frost: "1,825 miles from Wall Street, 1,600 miles from the nearest Washington lobbyist and a million miles from any get-rich-quick scheme." The ad ends with the message, "You'll find us; hard at work; and close to home."

"Choose" uses the same effect to remind viewers what they have no control over--the stock market, interest rates, the money supply. And what they can control: who you trust with your money. "Slow" reminds customers that the financial world is marked by many ups and downs, but in the end "Slow and steady wins the race."

Another pair of spots focuses more on Frost's stability and...