The OneUnited Bank Commercial
Bank Black!
When OneUnited Bank hired us to create the video advertisement introducing their new bank check card, we knew we had to create an original soundtrack specifically for this commercial.
OneUnited Bank came to us because of our proficiency in storytelling. We are experts at using narratives to sell and that is exactly what they wanted to do here. They did not want their new commercial to look or feel like an ad. They wanted a short story that would portray the power of black culture in America and how OneUnited Bank caters to that better than any other business in banking.
The story we crafted was one of legacy.
The story dips between the past and the present. It opens with a young girl running from an angry mob (a collection of her fears and societal prejudice). Simultaneously, a young black adult is being denied a bank card. He is feeling a similar sense of defeat as the little girl. Unannounced to the audience, the young black man crosses paths with the young black girl, though she is a wildly successful adult at this time. This connection doesn’t become apparent until the end of the video. And that is the power of it. Once the audience learns that the successful businesswoman is indeed the child who stood up to her fears sum 30 years ago, they feel motivated. They want to channel the same power she exhibited and the only way they know how to do that is by banking with OneUnited Bank. That is the sell. That is why this commercial ad is so successful. Through storytelling, we allow the audience to come up with their own call to action.
The Song
To appeal to our demographic, we created a dope soundtrack for this video. It’s tribal and powerful. It has an essence of legacy and a foot towards the future. It is completely original and because of that, this commercial has a greater emotional connection with our audience. It’s also quite catchy.
Go to our portfolio on the OneUnited Bank commercial to watch the video and listen to the song. Who knows…maybe when it’s all said and done, you’ll decide to Bank Black!
