In its 30-second Super Bowl debut, SunTrust Banks asks consumers to hold their breath as a clock ticks in the background. With a voice-over from "CSI" actor Gary Sinise, the spot compares the drowning effect of holding one's breath to the anxiety-provoking strain of financial stress and urges viewers to visit its website onUp.com for tools and tips. The spot features a variety of images including people dancing, a woman before her wedding and a newborn baby. The underlying message: financial concerns can be everywhere.
"Financial stress is prevalent, affecting the health and happiness of people across the nation," said SunTrust Chairman and CEO William H. Rogers, Jr., in a statement. "It's time to raise awareness of this significant concern." The Super Bowl spot is part of a campaign that will continue through February.
SunTrust also plans to market its financial wellness offerings to business clients later this year.
The Atlanta-based lender worked with Strawberry Frog on the commercial, which was directed by MJZ's Dante Ariola.
This story originally appeared at AdAge.com.