In yet another departure from traditional banking practice, Cleveland- based KeyCorp is taking its message to the public via Super Bowl advertising.

Saying it wants to transform the image of a bank as conservative and impersonal, KeyCorp will launch its new slogan, "Key. For a New America," with a 60-second spot and two 30-second commercials in 25 markets during this Sunday's Super Bowl. In each market, KeyCorp, a $66 billion-asset company, will continue local television advertising for five to eight weeks following the football game.

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