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I know I generally only bother to talk about ads that annoy me, but I have to give serious props to Sterling Saving's Bank for the really clever psychology on the ad their running here. It's a simple premise: A man has discovered his bank was bought by a big East Coast based bank. He calls up, then has to explain where Washington state is to the customer service person. The psychology is so clever, using regional sympathies and the uncertainty caused by bank collapse and the monster mergers to get people to invest with them instead. It's beautifully low key. They imply security and customer service without ever saying outright what it's all about. The competition stays unnamed. Also, who here hasn't had trouble reaching east coast based customer service for things like student loans or credit cards. It's manipulative, like any ad, but the use of subtext here fascinates me. I have no idea of the bank's actual qualitry, but they certainly know how to pick advertising.