Old National Bank continues to lean into its distinctive “Get Old” brand platform with a new round of advertising that playfully challenges perceptions of what it means to be “old.”
For the past five years, the regional bank has built its marketing around the idea that experience, stability, and long-term relationships are advantages. The campaign encourages consumers to rethink the word “old,” positioning Old National as a bank that blends deep experience with modern thinking. The approach has helped fuel significant growth for the company. During the campaign, Old National’s annual revenue has more than doubled, while its assets have more than tripled.
Now the bank is launching three new television spots as part of a broader media effort that also includes connected TV, online video, and streaming audio. The new work highlights the range of services Old National offers, from personal checking accounts and fraud protection to commercial banking solutions, reinforcing the idea that financial relationships grow stronger over time.
“Financial security is deeply personal. ‘Get Old’ is our way of reminding people that experience, wisdom and long term partnerships matter,” said Jim Stadler, chief marketing officer at Old National Bank. “We want customers to know that whether they are opening their first checking account, protecting what they’ve built, or growing a business, Old National Bank is thinking about their future.”
Created by Chicago agency Schafer Condon Carter, the new campaign features three spots in both 30-second and 15-second versions, each tied to the brand’s message “Just another reason to get old.”
The first spot, “Sweet Dreams,” follows two exhausted parents attempting to put their baby to bed before an unexpected offer from Old National interrupts the moment.
“Bubble Wrap” takes a comedic approach to financial protection, featuring a customer so focused on safety that she arrives wrapped head to toe in bubble wrap, only to discover Old National’s fraud protection and financial planning already have her covered.
The third spot, “Warehouse,” tells a commercial banking story in which a business owner envisions a massive expansion, only to realize his banker is already standing beside him inside the enormous warehouse, reinforcing the bank’s commitment to growing alongside its customers.
“Old National Bank isn’t just inviting customers to ‘Get Old.’ It’s making the case for why staying power matters,” said Craig Miller, chief creative officer at Schafer Condon Carter. “The campaign is rooted in the belief that trust compounds over time and that consistency is a competitive advantage.”
The new work will begin running regionally this week across television, connected TV, online video and streaming audio. Media placements will focus on Old National’s core markets of Chicago, Indianapolis, Minneapolis, and Nashville, along with expansion markets including Detroit, Grand Rapids, Louisville, Lexington, Milwaukee, and St. Louis.
CREDITS:
BRAND: Old National Bank
Chief Marketing Officer: Jim Stadler
AGENCY: Schafer Condon Carter
- Chief Creative Officer: Craig Miller
- Creative Director: Barry Burdiak
- Creative Director: Cristen Young
- Junior Copywriter: Bonnie Davis
- Designer: Kourtany Katzen
- Agency Producer: Dennis Bannon
- Chief Client Officer: Amy Cesta
- Account Director: Allie Mayer
PRODUCTION COMPANY: Community Films
Director: Jeff Tomsic
EDIT: Cutters
Editor: Christopher Gotschall
MEDIA AGENCY: Infinite Roar
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