STEVE TAKES A BREAK
character in television commercials was Steve, the much put-upon advocate of a bank other than FNB, who spent his time desperately coldcalling potential clients who are already totally satisfied with FNB. But with amaz- ing persistence he kept at it for most of the year. But in the last few weeks, Steve has disappeared without trace. New characters and new themes have emerged.
DDB, which devised the Steve campaign, is giving him a rest while it runs the “Beep Bank” campaign.
“We’ll take a view on the irritation factor and then decide whether to bring Steve back or finally sack him,” says agency CEO Emmet O’Hanlon.
Meanwhile, MetropolitanRepublic, which handles FNB’s business banking and brand advertising, has produced another gormless idiot, Henry, who keeps getting saved by his bank-savvy wife. Will Henry be the next Steve? Or is his lifespan likely to be short?