Who celebrates average service?

• Position: Union Bank & Trust Co - Brief article

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Branding; Runner-Up; Asset Size $1 Billion to $5 Billion

ABAMN Financial Marketing Awards

Institution: Union Bank & Trust Co., Lincoln, Neb.

This TV campaign consisted of two 30-second spots. In each spot, a consumer in an everyday situation (a fast food drive-through, a doctor's office) was met with very "ordinary" service.

While the service did not elicit an overly exuberant reaction from the customer, it did excite a musical act that suddenly appeared in the scene to celebrate "average" service.

In the spot entitled, "Choir," a woman's correct order in the drive-through merits a serenade from a gospel choir.

In "Band,"...