This is an incredibly ambitious TV commercial for a local Boston bank.
It's got hip music. Computer graphics — the flock of birds is a nice touch. They've got diversity covered; looks like there's an African-American woman, a couple of Latin people and a Muslim woman along with the typical assortment of Caucasians. There's a white-collar customer and one who looks like a construction contractor.
It even has a concept: the small business customer is the star, honored and respected by bank staff.
The creators of this spot tried really hard to make it something special. And I have to applaud anyone who doesn't settle for the expected and instead reaches for the stars.
Unfortunately, I think they overreached. The end result is very odd.
Very odd, indeed.