The bank in the pinstriped suit

In June 1985, one of Credito Italiano’s most well-known advertising campaigns was launched with the slogan “La Banca in doppiopetto grigio” (The bank in the pinstriped suit).

Credito Italiano developed the theme of the campaign with the help of the Dabovich Advertising Agency and beautiful photographs by Luciano Ferri. After several casting calls, Kelly Anderson was chosen as the model. Anderson was crowned Miss America in 1984 and went on to compete in Miss World in the same year, where she placed fifth.

“La Banca in doppiopetto grigio" was successful enough to receive the European Financial Marketing Association award for Best Advertisement of the Year.

This campaign was innovative for many reasons. Firstly, it was focused on the female form and therefore put a spotlight onthe increasing female presence in banks.

Secondly, the approach was revolutionary for the time. The grey double-breasted suit represents the classic style of tradition and seriousness. While the grey colour itself represents order and rigour. However, the female figure inspires sympathy, dynamism, and the willingness to engage in discourse, a psychological closeness.

Thirdly, Credito Italiano pushed the institute to use new communicative solutions, so it developed the first bank advertising campaign in Italy using television commercials.

Lastly, the new advertising campaign was aimed not only at attracting external customers but also encouraging greater motivation and involvement of staff at all levels.

More insights can be found in the article published on the Eabh Bulletin, 2022, written by our Historical Archives team, at the following link:

http://bankinghistory.org/wp-content/uploads/eabhhbulletin2023.pdf

UniCredit’s Historical Archives, based in the Lampugnano building in Milan, represent one of the most important sources of the Italian banking sector’s history and can be accessed by contacting: archiviostorico@unicredit.eu

To discover more about UniCredit’s history visit:

https://www.unicreditgroup.eu/en/unicredit-at-a-glance/our-history.html