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Tangerine bank commercial music8/5/2023 ![]() ![]() The song had a lasting legacy for the bank as well. It was the first hit single for Williams, who went on to have a long list of popular songs, including “Rainbow Connection” for The Muppets and “You and Me Against the World.” Nichols went on to become a Grammy Award-winning engineer and music producer. Its popularity helped the Carpenters win the Best New Artist Grammy in 1971. “We’ve Only Just Begun” was a turning point song for almost everyone involved. 12, 1970, the Carpenters released their album “All of My Life” which included a version of “We’ve Only Just Begun,” sung by Karen Carpenter, that peaked at No. In 1970, he asked Williams and Nichols for the music. The commercial caught the attention of one young man, singer Richard Carpenter. … It says something meaningful to people, regardless of time.” As Williams reflected at the time: “We added a song, not a sales pitch. It focused on the customer, not the bank. By using no product or service announcement, it was a revolutionary new type of commercial. ![]() ![]() The ad’s success was credited with its simplicity. Brand recognition improved with younger customers. Branches were flooded with requests to use the song at weddings and graduations. The commercial launched in 1970 and became an immediate hit. Photo Credit: Wells Fargo Corporate Archives. The bank used the vinyl single as a promotional giveaway. They wrote the music and lyrics in an afternoon. We’d like to help you get there” - and an explanation that the commercial would feature a couple getting married. Williams and Nichols were given the slogan - “You’ve got a long way to go. Despite what he told Crocker management, Riney’s ad team had already created a slogan and focus for the commercial. Riney hired songwriter Paul Williams and music composer Roger Nichols. And I can’t even tell you what the commercials are, because I can’t tell you that until we do the song.’ He said, ‘That’s pretty vague …’”ĭespite any misgivings, the bank went ahead with Riney’s creative vision. And I can’t tell you what the song is, because I’m not a songwriter. In a 2009 documentary, “Art and Copy,” Riney remembered the moment he pitched his idea: “So I went to the president of the bank, and I said, ‘You know, I think what we ought to do is we ought to take some of your money and go out and get a whole bunch of songwriters to write a song about young people and their lives and how their lives are changing and things like that. He had a vision for a new kind of commercial: a warm, storytelling video with a song and the bank’s name, with no additional product information While later recognized as one of the best advertising executives of his time, Riney was just starting out his career. The agency appointed Hal Riney to figure it out. It had a lot of work to do to convince customers that it was a new bank with the services people needed.Ĭrocker turned to its advertising agency to create an ad campaign that would attract younger customers. A large cohort of baby boomers (those born between 19) were growing up and needed their first car loans, mortgages, and savings accounts. Photo Credit: Wells Fargo Corporate Archives.Ĭrocker had more than 1.3 million deposit accounts in the competitive California market, but it knew it needed to attract new customers to survive. Within a year, it changed its name again to Crocker National Bank. The family tree of all banks and mergers for Crocker-Citizens National Bank by 1970. ![]()
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