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Cut to the chase: Regions Bank

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Company: Regions Bank, Birmingham, Ala.
Agency: Luckie & Co., Birmingham
Market: Small business
Quick Chase: Regions Bank gets personal, but in a good way, as it deftly casts the photo for its ad targeting small-business owners with ma, pa and the kids. The image of the family-run hardware store will invite an audience of small-business owners into the scene, where they'll learn how Regions Bank provides a raft of services to help a small business run smoothly. Like the photo, headlines and copy strike an empathetic, understanding tone: “As a business owner, things like revenue and cash flow are always on your mind. But we also realize that your worries extend beyond the office. After all, you have many people relying on you, and if your business struggles, they struggle too.”
Clue: The bank demonstrates that it has a keen sense of the customer's real bottom line.
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