Get in bed with mike.

• Position: Humour

Institution: Framingham Co-operative Bank, Framingham, Mass.

Asset size: $382 million

Agency: Sundin Associates, Natick, Mass.

The bank decided to use a little humor to both increase public awareness of the bank's commercial services as well as to remind businesses of the importance of having a good "relationship" with their business banker.

The bank's business development officer was featured in the ads because he was born and raised in Framingham and worked in the branches for 15 years before coming to his present position. Also, he has the "perfect outgoing personality that makes this work," observes Steven M. Sousa, senior vice president.

[ILLUSTRATION OMITTED]

The media selected was based on the need to target a "local" audience, primarily commercial and industrial customers, Sousa explain.

Radio was considered for the campaign, but discarded because it cast too wide of a net. Cable TV was also considered, but was dropped because it was felt that it also would be too expensive to produce a quality ad.

The agency suggested a mobile billboard, both because of the dramatic affect and flexibility in pinpointing when and where to get the message out (Friday night high school football games...