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First Union Launches Major TV Advertising Campaign Hollywood's Visual Effects Masters Bring "Financial World" Alive CHARLOTTE - First Union Corporation today launched a major national television advertising campaign designed to break through the clutter of financial services advertising through the creation of a virtual "Financial World," brought to life by the Hollywood visual effects wizards who created Star Wars and Men In Black. Each 60-second spot opens in outer space, overlooking the "Financial World" where continents are shaped like dollar signs and other currency symbols. Zooming into the "Financial World," the viewer encounters a fast-paced, chaotic world full of uncertainty. The scene then dissolves to a tranquil setting where buildings rise from the skyline, appearing as mountains. The First Union "mountain" towers above the rest with the closing statement, "Come to the mountain called First Union. Or if you prefer, the mountain will come to you." To bring the Financial World to life, First Union and its advertising agency, Publicis & Hal Riney, called upon George Lucas' company, Industrial Light & Magic. Each commercial is virtually a mini feature film, bringing together the talent of model makers, actors, animal trainers, computer programmers and a host of other artists. "One of our biggest goals was to break through the clutter of financial services advertising where you typically see smiling people shaking hands," said Jim Garrity, First Union senior vice president of advertising and brand management. "The message we want viewers to walk away with is that First Union is a dynamic, innovative company whose expertise can help them achieve financial success as they navigate through a financial world full of risk." Garrity cited the 1998 Landor/Harris Image Power Survey by Landor Associates and Louis Harris & Associates that showed bank advertising is the least differentiated in the eyes of business executives among the 12 industries surveyed. "We're going to introduce the name of First Union to this country with an advertising campaign that will not be mistaken for anyone else's," said Hal Riney, chairman of Publicis & Hal Riney. "In fact, the campaign is unlike any advertising anyone else - in any business - has ever done before." The 60-second spots were directed by Industrial Light & Magic's Steve Beck. "We're using the same cutting-edge technology in our commercial work, so when you're seeing something in Jurassic Park or something in Men in Black, you will want to see something just as good on your home television. And I think that's what we've done for First Union. We've created these 60-second miniature films that will make you want to watch them over and over again." The campaign positions First Union as a full-scale financial services provider that is much more than a bank. Each of the new First Union commercials presents a financial problem or opportunity for which First Union offers the solution. One spot, for example, touts First Union's merger and acquisition advisory services and other capital markets products for corporate customers. Others will promote First Union's broad array of investment options for consumers, its online banking options and 24-hour telephone financial center, First Union Direct. The campaign will break nationwide on Sunday, Sept. 27, on the NFL and will appear frequently throughout the NFL season, including First Union's debut as a Super Bowl advertiser. Other prominent media placements include Major League Baseball and The World Series, The 1999 Academy Awards, Wimbledon, and news shows such as 60 Minutes, Dateline and 20/20. The commercials will also appear on business news shows such as CNN, CNBC, Bloomberg and The Wall Street Journal Report. The national scope of the campaign will build upon First Union's ranking as one of the top five middle market lenders nationwide, and promote its capital markets services to Fortune 101-2000 companies. First Union also serves consumers in all 50 states with its telephone and online banking, as well as mortgage and home equity services. "With the initial launch of our branding campaign 18 months ago on the East Coast, we have already tripled awareness of the First Union brand among consumers," Garrity said. "We want to build upon that momentum so that First Union is on the short list of top financial providers in the mind of every potential customer." The new commercials build upon the brand image First Union introduced in February 1997 as a full-service provider of "smart, straightforward financial solutions in the customer's best interest." Charlotte-based First Union Corporation (NYSE:FTU) is a leading financial services company with assets of $229 billion at June 30, 1998, and market capitalization that places it among the top 15 financial services companies in the world. Ranked as the nation's sixth largest bank and eighth largest brokerage, it serves 16 million customers, who can access account information and purchase financial products at 2,400 retail offices, 3,400 automated teller machines, through the Internet at www.firstunion.com, or by calling First Union Direct at 1-800-MOUNTAIN. Founded in 1975 by George Lucas, Industrial Light & Magic is the world's premiere visual effects company. ILM, located in Northern California, has created visual effects for six of the top 10 grossing films of all time, winning 14 Academy Awards for Best Visual Effects and 12 Technical Achievement Awards. Publicis & Hal Riney, headquartered in San Francisco, is one of the nation's leading advertising firms, recognized for its exceptional and distinctive creative work. --END-- |
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