Walt Jaschek thinks large for you.

…for Parkside Financial Bank & Trust, Clayton, Missouri. To its credit, this industry-leading bank now uses the “path” metaphor in all its messaging, and its URL is even http://ParksidePath.com. Here are a few images from the website, demonstrating how a rich, expressive tagline can be carried out. And on.

Need a tagline with this kind of messaging power? Call me. 314-479-1966. Need a great bank? Take the Parkside Path.

I wrote “Wedding Vows” for agency Maring Weissman and its client, CEFCU Credit Union. In it, a young couple gets suitably emotional about car loans, while an incredulous uncle can’t quite believe what he’s hearing. Director: Mike Sneeden. Production: Arbor Group.

TV Script: CEFCU “Wedding Vows”

A 20something bride and groom at altar exchanging vows in front of a crowd of guests.

BRIDE (so sincerely): Brad, I knew you were the guy for me when you said we should get our car loan from CEFCU.

In the pews, a funny uncle furrows his brow in confusion: did the bride really say that? Yes, she did, and she continues.

BRIDE: You said CEFCU had the best deals, the best rates, and you were right. You said we could trust CEFCU the most, and you were right. I said, “this is the guy for me,” and I was right!

The bride and groom share a look of pure love. A bridesmaid chokes up with emotion. But in the pews, the funny uncle, unmoved, leans over to his wife.

FUNNY UNCLE (a little too loud): They should never let them write their own vows.

WIFE: Shhhh!

The funny uncle, reprimanded, slinks in the pew sheepishly.

Cut to: CEFCU logo and tagline.

P.S. I also wrote that tagline, “Not a Bank. Better.”