Years ago in New York, Chase Manhattan Bank spent a lot of money on an ad campaign.
It showed people shaking hands with the smiley bank staff, waving, and hugging each other.
And throughout, happy music was playing.
At the end came the strapline “You’ve got a friend at Chase Manhattan”.
Shortly afterwards, their competitor, Bankers Trust, ran a different sort of ad.
Their bank manager talks to camera.
He says “If you need a loan, or a better rate of interest, or any serious financial advice, come and see us.
If anyone can help you, we can.
Remember, if you want a friend, get a dog.
You’ll find a banker at Bankers Trust.”
It made Chase Manhattan look so ridiculous that, shortly afterwards, they had to stop running their campaign.