By Audrey Kemp, LA Reporter

February 1, 2023 | 2 min read

FirstBank champions humility in its regional Super Bowl LVII spot, print and out-of-home activations.

FirstBank bankers are so great at banking, they’re literally terrible at anything else, as affirmed by the privately held bank’s latest multichannel campaign, ‘Really good at banking,’ and regional Super Bowl LVII spot.

Central to the ‘Really good at banking’ campaign is ’Lifeguard,’ a 30-second nod to Baywatch that includes a FirstBank banker-turned-lifeguard and a 90s-inspired theme song.

When a drowning swimmer is spotted, he springs into action. The viewer soon learns, however, that his heroics are a bit limited on the beach. He tosses the man, now tangled in kelp, a rescue can and runs back to safety, while the theme song continues: “On second thought, sharks are super scary.“

The spot is scheduled to air regionally in the Super Bowl.

Other shorter spots portray a less-than-perfect window washer, a less-than-skilled surgeon and the worst goalie ever allowed on a soccer field. All of whom are FirstBank bankers, first and foremost.

The campaign also includes out-of-home (OOH) and print that echoes the same sentiment:

billboard that says "bad at punctuation, good at banking"
print ad that says "bad at graphic design, good at banking"

The work is from FirstBank’s 15-year agency partner, TDA Boulder, and includes broadcast, digital, social, print, OOH and in-store content.


Agency: TDA Boulder

Executive creative director: Jonathan Schoenberg

Creative director: Jeremy Seibold

Copywriter: Kyle Rathod

Art director: Matt Cavallo

Executive producer: Dennis Di Salvo

Brand supervisor: Whitney Uribe

Brand coordinator: Kyle Morgenbesser

Production company: Harvest Films

Director: Baker Smith

Editorial company: Whitehouse Post

Editor: Brian Gannon

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