An ad for TC Bank – takes a very interesting perspective on risk and reliabilty. It’s never too late to (re)capture things we want to do. A story about a bunch of old men and women out to recapture their youth and vitality. The bank sets the tone for reliabilty. Interesting ad that’s long and doesn’t tell you what it’s about till the end of the story – “For ordinary people with extraordinary dreams”. Doesnt say anything about what the bank does though, but appeals quite indirectly. In class we decipher it as the peripheral route of processing since we are not elaborating on critical points for assessment of a bank, but on the peripheral as against central issues.

Prof. Srividya Raghavan