“Dustin’s professionalism, dedication and values, both on and off the field, perfectly align with Salem Five,” said Martha Acworth, senior vice president and chief marketing officer, Salem Five.
Salem, Mass. (PRWEB) July 01, 2013
Salem Five has launched a new television campaign, featuring second baseman and fan favorite Dustin Pedroia. The humorous campaign stars an animated version of Pedroia, comparing his passion for baseball to Salem Five’s passion for banking.
Created by Salem Five’s advertising agency Connelly Partners, the campaign consists of two spots under the theme, “The World According to Dustin Pedroia.” In one spot, Pedroia says “Baseball’s not just my job, it’s my life. I eat, drink and sleep baseball. I breathe baseball. If I ever cried, I’d cry baseballs. But I don’t cry because I’m the laser show, man.” The voiceover announcer continues, “Passion’s everything – we hear you, Dustin. At Salem Five, banking is our baseball.” The spot ends with the bank’s tagline, “Keep talking – we’re listening.” In the second spot, which will debut in mid-July, Pedroia is shown hitting, fielding and even parenting at a “110%” level of effort, which is then compared to how Salem Five approaches banking. The 15- and 30- second spots will run locally on NESN and Comcast cable and a YouTube channel will host the videos.
“Dustin’s professionalism, dedication and values, both on and off the field, perfectly align with Salem Five,” said Martha Acworth, senior vice president and chief marketing officer, Salem Five. “This campaign gives us the opportunity to highlight the integration of his personal brand with our corporate brand in a fun, innovative way that evolves our long-term relationship with Dustin.”
Pedroia has worked with Salem Five since 2008, dating back to his rookie days. He serves as spokesperson for its award-winning Gold Star Saver program, which helps to make financial literacy and responsibility accessible and fun for children, and has appeared at numerous Salem Five community events for children and adults.
Salem Five (salemfive.com) believes better banking starts with listening. A mutual institution founded in 1855, Salem Five designs and delivers sophisticated retail and commercial banking products and services coupled with smart technology. Among the first banks in the country to offer online banking, Salem Five continues to innovate, providing banking access wherever its customers need it: online, mobile, ATMs, offices, phone, email and more. Salem Five is one of the largest Massachusetts-headquartered banks with $2.9 billion in assets, and has 23 retail branches. Salem Five Mortgage Company finances more homes statewide than any other Massachusetts bank, and has offices throughout Massachusetts, Maine and Rhode Island. Salem Five Investment Services offers financial and retirement planning, portfolio review and money management with a focus on retirement income. Salem Five Insurance Agency provides personal and commercial insurance. Stoneham Savings, a division of Salem Five Bancorp (stonesav.com), has assets over $335 million and provides a full range of financial services to individual consumers and small- and middle-market businesses through six branches in Middlesex County. Deposits are insured through the FDIC and DIF. Investment and Insurance products sold through Salem Five Investment Services, LLC or Salem Five Insurance Services, LLC are: not FDIC insured, not bank guaranteed, may lose value, not a deposit and not insured by any federal government agency.