Featured in Florence Bank's One Home campaign are American International College (AIC) students posing in front of Northampton’s City Hall.

Florence Bank launched a new advertising campaign with a television commercial during Super Bowl LIV on the local Fox channel. The “One Home” advertising campaign was created to show the local bank’s commitment to serving the communities and businesses of the Pioneer Valley.

The commercial featured an array of local musicians, activists, families, volunteers and businesses including North Amherst Motors, Northampton’s Woodstar Café, the West Springfield High School Marching Band, Holyoke’s Battat Glass, Northampton’s AEIOUkes and the Belchertown K-9 Unit.

The new campaign followed the bank’s “Moments from the Valley” advertising campaign, which debuted in September 2018.

“Our ‘Moments from the Valley’ campaign was a great way to express our dedication to our customers by showing that we’ll be there for every integral moment in their lives,” Monica Curhan, senior vice president and marketing director, said in a statement. “This new campaign takes our dedication a step further, by demonstrating reasons why the Valley will always be our home. In a disruptive market where mergers and acquisitions are creating constant change, we’re reminding customers that we’re here to stay.”

The “One Home” commercial will run on television during winter 2020 and again in the fall. The television advertising effort will be supplemented by social media campaigns on the bank’s Facebook, LinkedIn and Twitter pages.

“Every day, our customers and community members contribute to making the Valley such a special place to work and live,” Kevin Day, Florence Bank’s president, said in a statement. “Through volunteerism, the support of small businesses, the appreciation for the arts and admiration for those that protect us, the Valley is truly a remarkable place to call home.”

The mutually-owned Florence-based bank has $1.4 billion in total assets and branches in Amherst, Belchertown, Easthampton, Granby, Hadley, Northampton, Williamsburg, West Springfield and Springfield.