The Little Pig Went 'Free, Free, Free all the Way Home': EMA Creates New TV Spots for Community Bank, NA

SYRACUSE, N.Y. - Eric Mower and Associates has created new TV spots for Community Bank NA that star an animated piggy bank looking for a new, happier home.

"These ads tell a tale of a pig that flies-an animated piggy-bank flying from a big, bad bank to a happier place, Community Bank. When you watch these ads, you have to smile," said Hal Wentworth, Community Bank senior vice president and president of sales and marketing.

In one spot, viewers hear a story about the money that didn't like fees. So Mr. Pig packed up and moved to a bank where completely free checking delivered exactly what it promised: no fees, period. The little pig went "free, free, free all the way home."

In another spot, viewers hear a story about the money that wanted to feel needed. At "the big, bad bank," it felt alone, unimportant and unproductive. So it moved to a home that made Mr. Pig feel important, safe and secure.

A third spot tells the story of the money that wanted to help people-by funding a much-needed vacation or doing something wonderful at home. So it offered itself to the world at friendly rates and flexible terms. Soon Mr. Pig was hard at work making dreams come true.

All spots end with Community Bank's "Bank Happy" tagline and smile. The commercials' concept and scripts were developed by EMA. Canadian shop Guru Studio did the animation.

"The piggy bank is an engaging visual hook that reminds people they should be banking with someone who makes them smile. It's whimsical, magical and more likely to cut through the clutter. We love that Community Bank sees the value in thinking outside of the box," said EMA Senior Partner and Creative Director Tom Merrick. "Everything we create for Community Bank is about putting a smile on people's faces and extending the Bank Happy brand."

Community Bank earned a first-place American Banking Association Financial Award in 2008 for the "Bank Happy" campaign created by agency of record EMA.

About Community Bank System, Inc.
Community Bank System, Inc. is a registered bank holding company based in Dewitt, NY (near Syracuse), with $5.3 billion in assets and approximately 160 customer facilities. Its wholly-owned banking subsidiary operates as Community Bank, N.A. across Upstate New York, and as First Liberty Bank & Trust throughout Northeastern Pennsylvania. Community Bank offers a full range of high-quality products and services for both individuals and businesses. These include FDIC-insured checking and savings deposit products, a variety of personal and commercial loans, personal and employee benefit trust services, and a range of non-bank financial services including annuities, mutual funds and life insurance. For further information please visit our websites at www.communitybankna.com or www.firstlibertybank.com.

About Eric Mower and Associates
EMA is an integrated marketing communications agency with specialized expertise in business-to-business marketing, public relations and public affairs, consumer advertising, brand promotion and digital/direct/relationship marketing. With offices in Buffalo, Rochester, Syracuse and Albany, N.Y.; Charlotte, N.C.; and Atlanta, Ga., plus a service office in Los Angeles, EMA serves clients throughout the United States. EMA also serves many of its clients through thenetworkone, the world's largest independent network of advertising, creative, digital, media and marketing agencies covering 65 countries. EMA belongs to the American Association of Advertising Agencies and IPREX, a worldwide partnership of independent public relations firms. EMA has 219 professionals and estimated 2010 capitalized billings of $220 million. Visit www.mower.com for more information.

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