Though these first ads are pretty sparse design-wise, I got the chance to play copywriter with Derek Bishop on the headlines. They initially feed off the public’s mistrust, but then elaborate on Frost’s advantages:

YOU CAN’T TRUST A BANK that takes your money, but not your phone calls.

WE WANT ALL YOUR MONEY to stay safe. Grow over time. And be managed with prudence.

IT’S ALL ABOUT THE BENJAMINS. And the Jessicas. And the Victors, Michelles and Davids.

WE’LL TAKE YOUR LIFE SAVINGS very seriously.

The pull-page spreads depict the gimmickry and confusion of Frost’s competitors, contrasted to their straightforward manner of doing business. Designer Joseph Blalock helped put together the convoluted phone chart.

Work done while at McGarrah Jessee.