FLORENCE — Florence Bank knows people are at the heart of the communities it serves. Pioneer Valley residents are proud of their roots, and Florence Bank embraced the opportunity to put that on display with the launch of its new television commercials.
The new ads showcase the Pioneer Valley by featuring local residents celebrating the diversity and inclusiveness of the region’s people. As in years past, the ads place the musical spotlight on the bank’s tagline “Always.” This year, new lyrics were written for the bank’s signature song to display the essence of each resident featured in the commercials.
Among those featured in the new Florence Bank commercials are Bud Stockwell, owner of Cornucopia Foods; Melissa Torres, a volunteer with Lorraine’s Soup Kitchen; sports broadcaster Scott Coen; Mohamed Ibrahim, a teacher at the International Language Institute; Madeline Nagy of Dakin Humane Society; Mark Giza, owner of Mark Henry Florist; and Alicia Zitka, a volunteer at the Boys and Girls Club of West Springfield.
When asked what makes the Pioneer Valley such a special place to live, Ibrahim said, “it’s an integrated community with a lot of warmth and love.” Zitka added, “I live here, I work here, I volunteer my time and energy here, and this is my heart; this is my home.”
Stockwell also understands the importance of the word “local” and has seen firsthand the progression of his community throughout the decades. However, the loyalty of his customers has stayed consistently fierce, he said, adding that “we were local back in 1980 when there was no such thing as local.”
The ads were created by Sean Tracey Associates, the advertising agency that has produced Florence Bank’s award-winning ad campaigns for several years.
“Our intent with these commercials is to stay true to the message that the Pioneer Valley is a remarkable place to live and work,” said Monica Curhan, senior vice president and marketing director at Florence Bank. “We think that has once again been achieved with this year’s ad campaign, and we look forward to hearing what our customers, both present and future, have to say.”