Sure, there are old-school commercial jingles that live in our heads rent-free. But a special few have actually gone on to become full-blown chart-toppers. “We’ve Only Just Begun,” made famous by the Carpenters, is one of those songs.

Back in the early 1970s, Crocker National Bank (later acquired by Wells Fargo) sought a way to expand its brand beyond that of an institution for business moguls to regular folks, primarily young newlyweds.

The ad that didn’t feel like an ad

To do this, Crocker hired hotshot advertising executive Hal Riney, who wanted to make a commercial that felt more cinematic and resonated on an emotional level rather than coming across as a standard sales pitch. Today, that marketing strategy is fairly common, but at the time, it was quite novel.

The story Riney wanted to tell in the commercial was........

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