At a time when technology seems to be taking over the world, FirstBank prioritizes human connection with its newest business-to-business campaign, “The Humans You Want.”

The campaign features one 30-second and two 15-second spots produced by the agency TDA_Boulder. All three focus on three bankers that spin around on a platform as a voiceover says, “Introducing the latest innovation in banking technology: human beings.”

The ads convey the message that FirstBank understands the seriousness of human connections and will “provide the technology businesses need while cherishing the humans they want.”

“We have a longstanding philosophy to do right by our customers and communities, which is why the first option on our 24-hour call center and business banking services is to speak directly with a person,” said Dave Fisher, president of marketing at FirstBank.

He added: “Our customers have poured everything into maintaining and growing their business; they should expect that same level of commitment from their bank. Even though we leverage cutting-edge technology, ‘The Humans You Want’ campaign emphasizes the core feature of our banking services will always be personal relationships.”

“The Humans You Want” spots were directed by Ryan Ebner.

“In a world of automation and digitization, we’re proud to present FirstBank as the pioneer of the ‘human bankers’ revolution,” said Jeremy Seibold, creative director at TDA_Boulder. “We are lucky to have a client who understands what their strongest asset is and is willing to have a powerful point of view. In a category known for mediocre advertising, FirstBank has consistently pushed us to rise above.”

The new campaign will be featured in radio, out-of-home, print, online and broadcast and will first be seen in Colorado, California and Arizona.