Austin Kelley's first brand television campaign for Birmingham-based AmSouth Bank began airing in March in the bank's key markets. The campaign consists of three: 30 television spots. The spots were concepted by Austin Kelley copywriter Bryan Karr and art director Ellen Stone.

The campaign builds on AmSouth's position as a bank committed and focused on building customer relationships, rather than transactions. The idea of relationships throughout life and across multiple generations of families is woven into all of the stories, each of which is designed to target a strategic market segment.

The first spot, targeted to the small business segment, features a ballerina instructor who began her relationship with AmSouth to fund her ballet training, and is now opening her first studio as a business customer of AmSouth. Another spot, aimed to reach the growing mass affluent segment, focuses on AmSouth's retirement and investment planning services. This spot tells a story that involves three generations of men from one family on a fly fishing outing. The third spot builds from a family who is sending their first-born off to college, and the relationship AmSouth provided at this turning point of their life. The spots will air throughout the year in Birmingham, Nashville, Tampa and Orlando, where they will be supported by radio and newspaper advertising.

And now it's confession time here at Oz. We are not perfect, and we 'fess up when we've done wrong. So, without any further ado, we would like to correct some information from our ShowSouth Issue. We incorrectly labeled two of Austin Kelley's awards as silver when they were in fact gold. The awards appeared in the Consumer Magazine Ð Four-Color Ð Full Page category on page 52. The two ads, named Houdini and Typo, were produced for Tombow USA and constituted two-thirds of the campaign that took Best of Show for the awards. We apologize to all at Austin Kelley who worked so hard on the ads.