Season Three of the Forever First television campaign for First Citizens Bank consists of a single commercial. But it’s the most important commercial we’ve created. This year, First Citizens Bank signed on as a major sponsor of Teen Cancer America, a charity founded by Roger Daltrey and Pete Townshend of The Who. What Teen Cancer America does is simple, but invaluable: Work with hospitals to create treatment and recovery spaces designed around the needs of teens and young adults diagnosed with cancer . . . so they don’t have to go through the fight of their life with the little kids or the older patients. Directed by Jeffrey DeChausse of Tiny Elephant, this commercial features a brand new — and exclusive to this campaign — cover of the Pete Townshend classic, Let My Love Open The Door, by his bandmate, Roger Daltrey. How cool is that?
