Anticipation
United Bank is a long time client of Pikewood Creative, and is the main sponsor of West Virginia University Athletics. United Bank wanted to create a :30 spot that really captured the essence of the anticipation that fans feel in the month leading up to the college football season – specifically the West Virginia University Mountaineer season! Dan Lohmann came up with the concept of shooting really raw, unscripted footage for this spot.
The WVU football team was only holding pre-season conditioning for two hours that morning. In that two hours, the camera crew ran as many drills and finished just as sweaty as the football players! Unique angles, unscripted footage, the unknown elements of what drills would actually be performed, the true pre-season images that are rarely seen (no uniforms, no pads) gave this spot a special feel. To tie it together, the West Virginia University Marching Band gave us permission to use their drum line cadence as the background music for the spot. If you ever pass through Morgantown during football season, you’ll know that people practically stand up and salute when they hear that cadence begin! That rhythm alone screams Mountaineer football! The early AM light, the outdoor drills, the finishing drills on the treadmills to the escalating cadence of the drumline – that captures the essence of the pre-season excitement for Mountaineer fans, and ensured a tie-in in the mind of every Mountaineer fan that United Bank is on board with THEIR team! And it ain’t your average bank commercial!
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