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Adjusting the message to match the times

By July 15, 2020 July 29th, 2020 No Comments

At the end of 2019, when we had no idea what 2020 held for our clients and their customers, we added to a series of television commercials we had been developing for Charles River Bank. The spots used pictures of, and by local photographer Tim Rice, both in his studio or visiting one of the Bank’s branches.

Soon after the worldwide pandemic forced banks and businesses to temporarily close their doors, and all but essential workers to shelter in place, the Bank recognized the ads, which were still running on local cable, felt dissonant. In fact, a few customers commented that seeing Tim in the office, interacting with employees, made them sad.

As the Bank started the process of re-opening their offices and restarting their advertising, we were given a challenge – could we update the existing spot to better reflect the “new” normal?

This is when it helped that our testimonial subject was also our photographer! Tim was able to safely visit the Bank to take a few new photos both inside and outside the branch. Using the original voiceover and most of the original photos, we were able to quickly create a new version of the spot which could run, hopefully without making anyone sad.

Can you spot the differences?

Photo credits: Tim Rice Photography