TV ad: FirstBank: Payback

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The advertising introduces FirstBank's new product, Zelle, which is an app that allows easy mobile-to-mobile, or mobile-to-email payments. The idea behind the creative is that while paying--Zelle's actual user benefit--isn't much fun, payback is. So instead of the benefit, we see the non-user non-benefit. For its first 20 seconds, the spot is wordless and "blind." In Scorcese-like slow motion, to an ominous choral soundtrack, four deadbeats (as we later learn) fall victim to four just-short-of-deadly pranks: nailed-down slippers; a floured hair dryer; chickens coming to the office to roost; a confetti car bomb. Eventually the VO sheds some light: "Pay your friends back, before they pay you back. Zelle, on the FirstBank app." Agency: TDA_Boulder