These TV spots were part of a huge rebranding job for SunTrust; at the time, the 9th largest bank in the country. While I was the creative point-person on this account, SunTrust suffered from what most large banks suffer from—People hate banks. (Research showed the number of unequivocal haters at the time to be around 96%.) To make matters worse, they were known in the Southeast as the bank for old white guys; a diminishing client base on all fronts. Our job: humanize the bank, while helping them seem more accessible to, you know, regular folks. This campaign went a long way in creating positive chatter in the market, smoothing the way for the bank’s next regional acquisition, as well as helping repair the ailing client/agency relationship that I inherited. This is worked I both created and oversaw.