New Salem Five ads star an animated Dustin Pedroia

A new TV ad campaign from Salem Five bank features an animated version of Red Sox star Dustin Pedroia. The campaign’s message? Salem Five is as passionate about banking as Pedroia is about baseball.

The campaign was created by Boston ad agency Connelly Partners.

The script for one spot has Pedroia saying things like this: “Baseball’s not just my job, it’s my life. I eat, drink and sleep baseball. I breathe baseball. If I ever cried, I’d cry baseballs. But I don’t cry because I’m the laser show, man.” Then the voiceover announcer says: “Passion’s everything – we hear you, Dustin. At Salem Five, banking is our baseball.” The spot ends with the bank’s tagline, “Keep talking – we’re listening.”


In a statement, Martha Acworth, Salem Five’s senior vice president and chief marketing officer, added, “This campaign gives us the opportunity to highlight the integration of his personal brand with our corporate brand in a fun, innovative way that evolves our long-term relationship with Dustin.”

Get Talking Points in your inbox:
An afternoon recap of the day’s most important business news, delivered weekdays.
Thank you for signing up! Sign up for more newsletters here

With $2.9 billion in assets, Salem Five has 23 retail branches.

Chris Reidy can be reached at