THE CHALLENGE: This campaign marks a pivotal moment for Umpqua Bank—the first major introduction of its refreshed brand identity following its recent merger with Columbia Bank. More than a new look, the ambition was to reinforce Umpqua’s role in the business community: not just as a lender, but as a partner in lasting growth. The challenge was to convey, in a clear and emotional way, that a business loan from Umpqua creates a ripple effect—growing businesses, empowering individuals, and strengthening entire communities. The goal: inspire business owners to see a loan not as a transaction, but as the start of something bigger.
THE WORK: We’re launching the campaign with “Baby Cooper,” a :30 TV spot designed to illustrate the power of a single loan. Opening with the iconic Umpqua tree graphic, the camera pulls viewers into the story of one business owner whose expansion sets off a deeply human chain of events: the business grows, new businesses open, more jobs are created—until one of those jobs becomes a dream job for a hopeful father. Which leads to a new home, one with space for a nursery. Through warm storytelling, fluid transitions, and an optimistic tone, the spot brings to life the campaign’s central message: When businesses grow, everyone thrives.
THE RESULTS: As the first spot to debut under Umpqua’s renewed brand, “Baby Cooper” lays the emotional foundation for what comes next. Early responses point to a strong connection with the audience—business owners and community members alike who understand that growth isn’t just measured in numbers, but in lives. With additional :30 spots about to air, the campaign is set to build momentum, spotlighting how a single investment can echo across generations.