The Lab creates ad campaign for Commercebank.

The Lab launched an institutional advertising campaign for Commercebank in South Florida..

Historically, Commercebank has focused its communications on its commitment to outstanding customer relations and service reliability. Building from that positioning, The Lab took this brand promise a step further. While maintaining a customer focus, the new communication strengthens the emotional connection with an aspirational tone.

The new campaign, scheduled to air in September 2006, is targeted primarily to the general market in South Florida. A campaign in Spanish will be launched simultaneously focusing on the Hispanic market.

“Nowadays, to impact the South Florida audience, you need an approach with a keen understanding of its multicultural background,” said Tere Benach, SVP Institutional Marketing Manager at Commercebank. “That is the reason why we chose The Lab. We value their creativity and sensitivity to our multicultural audience.”

The new campaign establishes a new voice for Commercebank. By means of engaging subtle images and a straightforward dialogue, the message invites the audience to “THINK BIG” and achieve their goals partnering with Commercebank, The campaign is also a celebration of the potential, aspirations, and successes of viewers. The television and radio spots were produced with remarkable production standards. The print campaign (newspapers and magazines) establishes a more dynamic brand identity. The campaign also covers new point-of-sale and collateral materials throughout all Banking Centers.