The Ad From Security Bank Gets It

I like this commercial.

You have Megan Young as your endorser (you can never go wrong with a face like that). And, more importantly, the ad agency got 'it'. 

I think it's accurate to presume that all banks have relationship management systems in place but Security Bank was the first to brag about it on national television. Whereas, other banks focused more on their stability and flexibility, Security Bank focused on customer experience instead and correctly assumed that the two core qualities mentioned are established facts. 

The ad is also a subtle jab at the Big Three (BDO, Metrobank, and BPI) whose branches nowadays resemble marketplaces congested with too many people waiting in line. It also aims to attract clients who fall "through the cracks", who are big but, ironically, cannot be accommodated by the bigger banks. Like its new tagline "You deserve better", Security Bank is setting the tone as the new and better alternative to the industry's established players.