Truist releases first COVID-19 TV campaign

Truist, the sixth largest financial institution in the U.S, is launching a new TV commercial to speak to its customers and communities, as the entire U.S. faces the COVID-19 pandemic and its financial implications.

The company, which was born from the merger of BB&T and SunTrust, worked with StrawberryFrog on the 60-second slot introducing a new aid program, "Truist Cares", to help Americans during this new reality. The commercial honors the resilience and solidarity of so many people coming together during this time and opens with real images of empty cities, from schools to playgrounds and transitions to images that convey a powerful sense of community.

Over a strong music track, the male voiceover says, "Today in America we’re waking to a new reality. But everyday there are new heroes who inspire us. BB&T and SunTrust together as Truist Financial are here to help. We call it Truist Cares. Because while we may be apart for now, we’ll get through this -- together."

The commercial will premiere in 6 TV markets including Charlotte, Atlanta, DC, Miami, Orlando and Tampa. It's part of the larger marketing effort called “Truist Cares,” which will run on TV, Radio, Digital, and Social. 

Truist is targeting the Southeast US, where it has market strength. The commercial directs viewers to Truist.com/TruistCares where they can learn how Truist is supporting customers and communities at this difficult time. The bank has pledged $25 million in philanthropic support to provide aid for basic needs, medical supplies, and financial hardship across the nation. 

“We are stronger together. StrawberryFrog, the team at Truist and our partners created this campaign in the new normal,” said Scott Goodson, CEO of StrawberryFrog.

“Everyone from Truist and StrawberryFrog plus our partners and production talent worked tightly together, although everyone worked remotely in our own homes during the production of this commercial. Even the narrator. Working thoughtfully, smoothly and kindly in a challenging environment. We had many phone calls and communications all hours of the day and night to get this important message out.“

While this Truist campaign appears to be the first commercial to hit the market, other financial institutions were quick to communicate with the public. They took to YouTube, where Standard Charter CEO Bill Winters shared how his firm was responding to the COVID-19 crisis by helping clients and colleagues.

Mid Penn Bank, a regional bank founded in 1868 with assets of $2 billion, used YouTube to communicate with its customers. CEO Rory Ritrievi posted a video explaining the Paycheck Protection Loan Program and how his institution will support processing new loan applications in its newly-assembled war room.

186 year old Old National Bank used video to portray a message of "strength, stability, and support". CEO Jim Ryan addressed customers, telling them the $20 billion bank will continue to support them and help them reach their goals.

"For 186 years, Old National has stood with our clients and communities through natural disasters, economic distress and other unexpected events," he said.

"We’ve learned from each other, challenge after challenge. We’ve been resilient. And we’ve grown stronger, time after time."