BB&T Corporation unveiled a new brand campaign highlighting its complete focus on the client. The campaign features the tagline "All we see is you" and includes TV commercials and digital marketing efforts.

"For the past several years, we've expanded into new growth markets and begun our digital transformation. With the best associates in the business, it's the perfect time to share our brand story in a meaningful way and show prospects and clients we remain completely focused on their needs," Chief Client Experience Officer Dontá Wilson said. "Our research clearly shows that our strength – a client-centered consultative approach delivered with exceptional client service – is exactly what consumers want. It's who we are – waking up every day focused on our clients and passionate about helping them achieve their financial dreams. More than ever, this brand campaign brings that message home."

"We're sending a message to the market that says, 'All we see is you,'" said Director of Marketing and Advertising Strategy Kim Moore. "And it's much more than just a tagline. In a world with so many distractions, we're telling our clients our priority will always be them. And the 'we' in our tagline is all of our associates coming together to meet and exceed our clients' expectations."

The campaign is based on two television ads, both anchored with the closing line: "BB&T. All we see is you." To highlight BB&T's complete focus on the client, the anthem spot, "Attention," showcases the significance attention can have in our everyday lives. The spot depicts authentic, slice-of-life images including a mother showering attention on her baby and the awkward attention a public birthday serenade may bring. While attention can be good or bad, the spot shows how the right attention can lead to the best outcomes, like the undivided attention BB&T provides its clients. 

The second TV spot, "Birthday," follows a couple preparing to celebrate an important milestone in their lives – a birthday party. They meticulously prepare for the big moment – assembling decorations, picking out the cake and hanging balloons – as BB&T's brand is described: "At BB&T, we see things differently. Our one-and-only focus is you. And working with you so you can live your best financial life." The spot's surprise ending illustrates how everyone has their own priorities and reinforces BB&T's commitment to helping each client achieve their own unique wants, needs, hopes and desires.

The ads, and the brand strategy behind the campaign, were created by BB&T's agency of record, Charlotte-based advertising, digital and public relations agency Luquire George Andrews. To build a foundation for the new brand effort, LGA and BB&T conducted a comprehensive brand study to understand the changing needs of banking customers and further define BB&T's unique position in the market.

"Our research clearly showed consumers want a relationship completely focused on their financial wants and needs," said LGA President Peggy Brookhouse. "This lines up perfectly with BB&T's long-time relationship-based approach to client service. This ad campaign highlights that, while everyone has different financial priorities and needs, BB&T's singular focus is uniquely positioned to meet clients right where they are."

The ads will run in key TV markets and on digital platforms throughout BB&T's footprint starting Monday, Sept. 18.