Brand Storyteller & Creative Director Copy
AMERICAN BANK OF MISSOURI
Father & Son 1x:30
(Home movie shots of families enjoying life at home. The sound of a film projector is detected faintly in the background. Father and Son are talking calmly.)
Dad: Hey Buddy. What do you see here?
Son: It’s a family.
Dad: How do you think they’re feeling?
Son: Happy.
Dad: Why do you think they’re happy?
Son: Because they’re at their home.
Dad: Are you happy when you’re at home?
Son: Yeah. I LOVE our home.
Dennis: Hi. I’m Dennis Lykins. With many programs available I can help you bring your family the joy of homeownership. American Bank of Missouri. Making the place you and your family call home a reality.
Announcer: NMLS #259517 Member FDIC, an equal housing lender.
The challenge with ABM was, their previous ads were only about numbers . They weren't connecting with potential clients. (:30 of the owner talking.)
The objective was to humanize their services by focusing on the way they affected their clients' lives.