New campaign: Bank of the West

Client: Bank of the West

Job: Promote free checking with a free debit card, using a toaster as premium.

Agency: Hoffman/Lewis

Other clients: Toyota, McDonald’s, VSP, Beverages and More, Missouri Tourism, Windstream.

Creative team: Bob Hoffman, CEO; Sharon Krinsky, executive creative cirector; Guy Bommarito, creative director; David Popino, art director; Joe Gatti, copywriter

The plan: Campaign launched in a phased 19-state regional rollout April 2, (April 23 in California); elements of the campaign include: TV, radio, newspaper, direct-mail and collateral.

The theme: Back Then, A Toaster Was A Symbol Of Friendly, Personal Service. Welcome Back.

The concept: Customersopen Bank of the West free checking with a free debit card and get a retro-design toaster as a premium.

Backgrounds:
» Guy Bommarito: more than 25 years agency experience on accounts such as Southwest Airlines, Chili’s Restaurants, Boeing, RC Cola, Pearle Vision, Texas Tourism.
» Joe Gatti: copywriter more than 10 years, past experience includes accounts for Dairy Queen, GalloWineries, American Plastics Council, Olive Garden and Aetna.
» Dave Popino: art director more than 10 years, previously produced advertising for Ford Motor Co., Hewlett-Packard and Microsoft, as well as consumer brands, including Whirlpool, Chevron, Nextel and Sprint.

What drove the development of the concept: Bank of the West is focused on exceptional customer service. The toaster is an icon of friendly face-to-face banking service from a simpler era in marketing. Today, Bank of the West continues that tradition of outstanding service to its customers, and the toaster serves as a tongue-in-cheek reminder of that.

Working on next: Enhancing and expanding our interactive capabilities.

businessBusiness & Real Estate

Just Posted

Pharmacist Hank Chen is known for providing personalized service at Charlie’s Pharmacy in the Fillmore.<ins> (Kevin N. Hume/The Examiner)</ins>
Left: A Walgreens at 300 Gough St. is among San Francisco stores closing.
Walgreens closures open the door for San Francisco’s neighborhood pharmacies

‘I think you’ll see more independents start to pop up’

San Franciscans are likely to have the opportunity to vote in four different elections in 2022. (Kevin N. Hume/S.F. Examiner)
Electionpalooza: SF school board recall will kick off a flurry of local races

‘It’s going to be a lot of elections and a lot of decisions for voters to make’

Four young politicos were elected to city government on the Peninsula in 2020. From left: Redwood City Councilmember Michael Smith; South San Francisco Councilmember James Coleman; Redwood City Councilmember Lissette Espinoza-Garnica; and East Palo Alto Councilmember Antonio Lopez.<ins> (Examiner illustration/Courtesy photos)</ins>
Progressive politicians rise to power on the Peninsula. Will redistricting reverse the trend?

‘There’s this wave of young people really trying to shake things up’

The fate of San Francisco nicotine giant Juul remains to be seen, as the U.S. Food and Drug Administration is reviewing whether to allow certain flavored vape products on the market. <ins>(Jeenah Moon/New York Times)</ins>
How the vape king of teen nicotine addiction rose and fell in San Francisco

‘Hey, Juul, don’t let the door hit you on the way out’

Most Read