Agency Compile Features STA TV Spot as “Best of 2016”

STA Selected as "Best of 2016" by Agency Compile

The results are in: Sean Tracey Associates is in the top ten of Agency Compile’s “Best of 2016” list with our “Singing” TV spot for Florence Bank. STA is proud to share the distinction with other innovative agencies, like DDB Chicago, Hill Holiday, and Team One.

The commercial was produced for the bank as part of their on-going brand evolution. Florence Bank first tapped STA in 2013 to breathe new life into the 140-year-old brand. Since then, STA and Florence Bank have been collaborating closely to deliver a unique and authentic brand experience for their customer base. 

The recognized TV commercial uses only local talent and is set in a local landmark, the iconic Academy of Music in Northampton, MA. Local singers, actors, dancers, and musicians performed the theme music, which STA created for the bank, in a variety of styles, again reinforcing the bank’s promise that “Florence Bank will be there. Not just for you, but also for your family, your business, and your community. So go ahead, you live your life and let us serve as your bank for life.”

This is the second such distinction the spot has received. In 2015, BankInnovation.net selected it as a “Top 20 Financial Video in the World” alongside international brands like American Express, Capital One, and Bank of America. 

Recognition is always great. It validates the idea and the work. But better than that, we also know from research that this campaign resonates with the consumer, and that raising the bar and being brave enough to do something completely unprecedented in a traditionally more serious category can actually move the needle and push the brand forward. 

Other lessons we learned from this commercial’s success? It’s pretty simple, really: understand your audience, celebrate your community, and don’t forget to have some fun along the way.