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A woman in a yellow shirt throws her arms up on a footbridge under red torii gates

BB&T committed to undivided attention. With an anthem that showed what the right attention can do.

The All We See Is You anthem spot.

A woman reads a book in a chair in a narrow market lane stacked with beach mats; a black dog sits watching her
A man in a blue suit walks down between two escalators, looking at his phone

“BB&T. All we see is you.” A bank promising complete focus on the client.

The anthem spot made that case in everyday life, not in banking.

The promise

All we see is you: complete focus on the client.

A big claim for a bank, so the spot had to prove the feeling, not state the service.

The attention

Authentic, slice-of-life scenes about attention itself.

A mother showering attention on her baby. The awkward attention of a public birthday serenade. Attention can be good or bad. The spot let both play.

The anthem

The right attention leads to the best outcomes.

That’s the turn the anthem lands on: the undivided attention BB&T provides its clients, argued through everyday life first.

Credits

Tombras

A brass band of kids in white shirts marches up the street toward camera, a boy with a baton out front

Next case

Louisiana

Where the Music Never Stops