As part of its consumer checking account promotional campaign, Columbia Bank developed a video featuring Ben Franklin on the 100 dollar bill winking and raising his eyebrows at the viewer. HTML5 ads were part of the marketing strategy and needed to align with the video as closely as possible. The content of the 30-second video was boiled down to less than 15 seconds to accommodate the constraints of standard HTML5 advertising, yet still retained the most charming elements—Franklin's facial expressions.