fine print isn’t fine

your bank is the last place you’d expect to find respect. pretty messed up, right?

at santander, we believe respect shouldn’t come with hidden fees or fine print. so when we were tasked with launching their new brand positioning, “respect adds up,” we decided to flip the script. instead of the usual generic ads or drawn-out pitches, we turned to an unexpected place: youtube pre-rolls ads.

in a world where skippable ads are the norm, we wanted to show that respect isn’t just a tagline—it’s a commitment. in a series of very short pre-rolls ads, we cut straight to the point with a genuine acknowledgment of the viewer’s time and attention.

the result? a campaign that proves respect doesn’t just add up in financial transactions—it adds up in real, meaningful ways. because when it comes to customers, a little respect goes a long way.