To mark its 125th anniversary, Chesapeake Bank is celebrating in the most Chesapeake way possible, with a duck boat, some serious local pride, and a campaign that puts authenticity front and center.
The Virginia-based bank and its AOR, Familiar Creatures (known for offbeat work for Duke’s Mayo, Crunch Fitness, and BUBBA Burger), have rolled out the next chapter in their off-kilter brand platform, “The Chesapeake Way,” first launched in 2024. This time around, they’re doubling down on their winning formula: real people, real places, and a very real sense of humor.
The hero film, a 1:45-minute slice-of-life spot, was shot aboard a literal duck boat as it wound through the small towns that make up Chesapeake Bank’s footprint. Starring actual bank employees—not actors—the video serves a dual purpose: both as an advertisement and a new-hire onboarding film. It’s part tourism reel, part training video, part inside joke, with a lo-fi, Wes Anderson-esque aesthetic and a genuine affection for the region and its people. Watch below:
“At Chesapeake Bank, we believe in staying true to who we are and celebrating our people because if our employees have a great experience, then so will our customers and communities,” said Matt Suttmiller, AVP, Director of Marketing at Chesapeake Bank. “The Chesapeake Way is about showing our authenticity and how different of an independent community bank we truly are – and not shying away from it. We’re thrilled with how Familiar Creatures helped bring our genuine personality to life.”
The campaign also includes a:30 and :15 TV cuts (“All Onboard”), a series of :06 paid social spots (“Is That a Duck Boat?” and “Neighbors”), playful digital banners, and social carousels that highlight everything from quirky desk décor to crochet hobbies.
“What makes Chesapeake Bank such a great challenger brand is how much they trust us and how well they know themselves,” said Justin Bajan, Co-Founder of Familiar Creatures. “When we said let’s make your employee orientation video take place on a duck boat, they bought in right away. Also I’m pretty sure it’s the first commercial with a duck boat in it.”
In true Familiar Creatures fashion, the agency didn’t stop at film. They orchestrated a stunt that quite literally fed the community: the world’s largest crab cake—clocking in at 400 pounds and over three feet wide—was served up to fans at a Richmond Flying Squirrels game. A :50 recap video captures the moment in all its savory glory.
The broader campaign officially launched on July 7 and will run across regional TV, OTT, digital, print, and paid social in Chesapeake Bank’s Virginia markets.
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