We all have stories about times that we needed help in life. Stories are foundational, both to our culture and how we understand it. We tell stories to connect with others; they invoke emotion and point toward what’s most important to each of us.
That’s what Regions Bank aims to do in a new campaign that encourages customers to “Embrace the IF in Life.”
“We all have ‘ifs’ in life. Life is not predictable – there are surprises, and many times these surprises create stress for us,” said Abbas Merchant, head of Marketing at Regions.
The bank’s new campaign is designed to show how a relationship with Regions can help customers navigate some of the uncertainty of life while reducing financial stress when those “if” moments arise.
You may have seen the commercials on television and online, but you might not know how Regions worked to concept and develop the campaign and commercials.
Everyone is confronted with ‘ifs’ everyday. Some are big, some are small, and a lot of them have financial implications. We wanted to show how the bank is there for customers in all those moments.
Bob Harrison, Creative Director at Luckie and Company
“It takes a lot of people to make a campaign like this happen,” said Bob Harrison, Creative Director at Luckie and Company, Regions’ creative agency.
The idea of “Embrace the IF in Life” is grounded in its understanding of the everyday challenges that our customers encounter — and how Regions helps them face those head-on.
“Everyone is confronted with ‘ifs’ every day,” stated Harrison. “Some are big, some are small, and a lot of them have financial implications. We wanted to show how the bank is there for customers in all those moments.”
There are several commercials currently running, including “Financial Future,” which looks at how Regions can help customers plan and save for the future, and “Everyday,” which focuses on smaller, day-to-day financial decisions. And every ad features the new “IF in Life” jingle.
“These ads are meant to show empathy in action,” said Stephanie Naman, Executive Creative Director at Luckie. “Regions meets you where you are and helps you move forward with confidence.”