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Bank One

Banks have historically claimed to have the customer's best interests in mind. But when it came to creative execution, these corporate claims often lacked personality, approachability - and therefore, credibility. After all, as far as services and interest rates, one bank is pretty much like another, right? But through its unique creative approach, BankOne was able to stand out by taking on an irreverent but relatable voice, juxtaposing their financial services with a very human point of view that told customers "we get you".