In a regulated industry, advertising is not a luxury. It's a necessity. It's how you let customers know how your bank is different from all the rest. We presented First NBC with an idea that would set them apart from anyone in the industry. Luckily, they were courageous enough to run with it. It not only got the attention of their competitors, even better, it got the attention of many of their competitors' customers, who migrated to First NBC.