SunTrust Bank challenged Momentum to create an above-the-line TV spot that focused on the benefits of signing up for their checking accounts. The team developed a spot centered on the emotion and hard work of a young couple and put the brand in the background. This minimal, story-first approach gave the audience a better platform to connect with the brand than a simple list of product features typically seen in financial institution ads.

Full disclosure: the first draft had the gender roles reversed. I still think thats a more interesting and relevant approach.