The Humans You Want.

FirstBank, one of the nation’s largest privately held banks with a focus on “banking for good,” launches a new advertising campaign titled "The Humans You Want," which cheekily touts the latest in business banking technology: human beings. The bank’s 15-year agency partner, TDA Boulder, created the campaign.

In an era where fintech, telerobots, and big bank apathy are becoming the norm, FirstBank underscores the importance of business banking relationships by prioritizing human connection.

Campaign Overview: “The Humans You Want”
The campaign aims to capture the hearts of mid to large-size local business owners who seek a bank invested in their business’s success. The central theme of the campaign revolves around the idea that business is never just business; it's personal.

The creative centerpiece is a series of tongue-in-cheek broadcast spots and print ads that playfully mock the smartphone commercial genre. The ads feature human bankers spinning on a showcase carousel while a Hal-like voiceover proclaims, "Introducing the latest innovation in banking technology: human beings." The campaign delivers the key message that FirstBank understands the importance of human interaction and provides the technology businesses need while cherishing the humans they want.

The "The Humans You Want" campaign will be featured across various media channels, including broadcast, online, print, out-of-home, and radio. It will roll out initially in Colorado, California, and Arizona.