Hasta La Creative!

SunTrust Banks is rolling outliterallythe second phase of the onUp campaign it began last year with its first Super Bowl ad. A new, consumer-confidence-pushing 60-second spot that stars a man skillfully roller-skating through city streets will air on Thursday. The new push, which includes a 30-second version of the same ad, is part of the “Confidence Starts Here” series.

Last year, SunTrust unveiled a Gary Sinese-narrated Super Bowl spot focused on the stress of financial instabilitycomparing the panic to having to hold your breath. The regional lender’s national push resulted in 1.2 million people participating in the onUp movement, where they pledged to improve their finances.

“If last year was about stress, this year is about confidence,” explained Susan Somersille Johnson, chief marketing officer at Atlanta-based SunTrust. “The campaign is about giving people that feeling of financial confidence, which gives them life confidence. The goal is to inspire people to take another action.”

Continue reading at AdAge.com