NPS Campaign TV: Choose a bank you can brag about.
The Challenge
Another industry accolade. Another ranking. Another reason for people to tune out. Republic Bank had an impressive Net Promoter Score (NPS), with customers over three and a half times more likely to recommend them than customers at competing banks. But how do you get people to care about yet another banking statistic?
What We Cooked Up
Instead of leading with numbers, we led with a simple truth: When people love something, they talk about it. A favorite restaurant. A must-watch show. Even a bank. We built a campaign around that instinct. The tagline, "Choose a bank you can brag about," reinforced the idea with a confident, alliterative rhythm that the bank brass boldly embraced.
These spots were built solely from stock footage. Finding compatible clips wasn't easy (unlike banking at Republic), but after countless hours of eye-crossing tedium, we got there.
In the ad biz, you've gotta relate to your audience. That's why you sometimes find yourself researching things like, say, species of fish, to determine whether or not they're indigenous to your DMA. (As any Tampa native will tell you, the Wahoo can, in fact, be found in the Gulf (of Mexico)).
How We Pulled It Off
TV Spots: Lighthearted, relatable ads featuring people bragging about their bank in unexpected moments
Digital and Social: Extending the campaign into online spaces where the likes and follows foment
Voiceover Direction: Ensuring a natural, engaging tone to make the message feel authentic
Digital and Social: Extending the campaign into online spaces where the likes and follows foment
Voiceover Direction: Ensuring a natural, engaging tone to make the message feel authentic
My Part in All This
I developed the campaign concept, wrote the scripts, searched for the stock footage and even directed the VO talent. It was more of a one-man show than I'm used to, but the client liked it and I think they came out nicely. (Not to brag,)
The Result
Stats are boring. So we wanted to turn an otherwise mundane industry ranking into something people could connect with. At the end of the day, the campaign reinforced Republic Bank's rep for being the "easy" bank and everyone was happy. But in my mind, the real win was this complimentary comment from the President and CEO who said, "These don't feel like bank advertisements."
Republic Bank Mastercard Tap and Go :30 "Tap Into Everything"
The Brief Promote Republic Bank's new Tap and Go Mastercard Debit Card, highlighting its speed, security, and convenience in a memorable way.
The Concept An animated spot that uses tongue-in-cheek dad humor to make the "tap" functionality memorable and approachable. The playful wordplay ("tapestry, tapioca pudding, tap dancing lessons") adds personality to what could easily have become another dry product demo, while still covering all the key benefits: security, acceptance and speed.
My Role Concept, copy, and VO direction. The challenge was balancing the functional benefits (chip security, zero liability, 10x faster checkout) with something fun that would make the spot stick in viewers' minds. The animated execution worked perfectly during quarantine production constraints.
Republic Bank ITM :15 "What a Time to Be Alive"
The Brief Promote Republic Bank's Interactive Teller Machines (ITMs) in a way that feels relatable and human, not just tech-focused.
The Concept A father at the drive-through ITM has a moment of wonder about modern banking technology while his 2-year-old giggles in the backseat. The spot captures that parent feeling of amazement at how much easier life has become—and wanting to share that appreciation, even with someone too young to understand it yet.
My Role Concept, writing, creative direction, casting and VO direction. Drew from personal experience as a parent (my daughter was 4 or 5 at the time). I fondly remembered talking to my barely verbal little one about trivial things, just to see her giggle and smile.
