Unstoppable Together

Ads depict the brand’s industry differentiator of knowledge + care through creative storytelling

ruist unveiled a new campaign, “Unstoppable Together,” highlighting Truist’s unique ability to bring clients both deep financial knowledge coupled with unwavering care, a differentiator in the financial services industry.

The new campaign, developed in partnership with creative partner StrawberryFrog, marks an evolution in creative strategy for Truist, based in large part on feedback from consumers. Truist research showed that while clients look to banks for their financial experience, what’s missing is a bank that supercharges that knowledge with genuine customer care. And focus group participants say they believe Truist can provide both.

“As a purpose-driven bank, we formed our company with the purpose to inspire and build better lives and communities, and it’s through care that we bring that to life—care is core to our DNA,” said Sherry Graziano, head of digital, client experience, and marketing for Truist. “Our research shows that while care is what makes us special, it’s the combination of knowledge plus care that truly sets us apart.”

The campaign is called “Unstoppable Together” because when that unique combination of care and knowledge comes together, clients feel unstoppable.

The campaign will launch with the :30 TV spot “The Catch” during the Atlanta Braves’ home opener at Truist Park on April 5. It tells the story of how a coach leads and mentors a young baseball player to become confident in his abilities and reach his full potential, much like Truist teammates do for their clients when they deliver banking knowledge with a high level of care. The spot is an example of how great things are possible when knowledge and care come together, and closes out with the key message: “Leaders in banking. Unwavering in care.”

While the TV will launch April 5 with the Atlanta Braves’ home opener against the Arizona Diamondbacks at Truist Park, the new campaign will show up across social media and digital advertising starting April 3.

In addition to showing Truist’s deep bench and distinct, caring approach, “Unstoppable Together” addresses the desire for a banking experience that goes beyond conventional. Truist's wide range of services is brought to life through a series of inspiring creative executions, showcasing stories of achievement and transformation. Expect to continue to see additional executions of the message in future advertising throughout the course of this year and beyond.

"We are unveiling a creative platform that can last many years. Truist is purpose-driven and the “Unstoppable Together” campaign focuses on what makes banking meaningful to Americans today and in the future," said Scott Goodson, Founder and CEO of StrawberryFrog. "When you see the campaign, you’ll recognize those moments in life where having a knowledgeable and caring person beside you, helps you bring it all home.”