SunTrust turns purpose into practice

Stephen Whiteside

This event report outlines how SunTrust, the financial-services group, has effectively activated its brand purpose.

SunTrust turns purpose into practice

Stephen WhitesideWarc

SunTrust made its debut as a Super Bowl advertiser during this year's NFL season-closer.

Rather than opting for the predictable attempts at humor or sporting integration, however, the Atlanta-based financial-services provider offered a striking message about the impact that money worries exert across America.

"It's like you're drowning," its "Hold your breath" spot intoned. "Meanwhile, the moments that matter slip away."

The spot, though, ended on a positive note by informing viewers they can obtain financial stability. And to help achieve this objective, it directed them to onUp.com – a website where...

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