SunTrust's Super Bowl commercial to highlight financial stress – Sun Sentinel
SunTrust Bank would be perfectly happy if the Super Bowl went down to the wire.
The bank, one of the largest in South Florida, has scheduled a 30-second commercial toward the end of the game to highlight financial stress.
The commercial, during the fourth quarter’s 2-minute warning, will “inspire millions of Americans to take control of their finances,” said Margaret Callihan, chairman, president and chief executive of SunTrust South Florida.
“Our research continues to show that financial stress is a national epidemic and is suffocating Americans,” Callihan said. “We think it’s very prevalent here in South Florida.”
SunTrust operates 115 branches in South Florida and holds the fifth-largest market share of all banks.
Nearly 75 percent of Americans are stressed about money, and 80 percent of those say it keeps them awake at night, Callihan said, citing SunTrust’s 2015 Annual Voice of Market study.
SunTrust’s “Hold Your Breath” ad on CBS part of the bank’s Onward and Upward movement to get people to commit to bettering their financial health, Callihan said.
The Super Bowl ad will encourage viewers to visit onUp.com to take a pledge to improve their finances, take a Mental Wealth quiz and get tips based on their needs. SunTrust’s ad will continue to air on TV after the Super Bowl.
SunTrust won’t say how much the commercial cost the company. But businesses are paying between $4.6 million and $5 million for air time, according to Adage. Rates for 30-second ads during the Super Bowl have gone up about 11.1 percent year over year through the last five seasons, Adage has reported.
Source: Google News Super Bowl Commercials