The product: SunTrust's onUp campaign

The premise: Everyday people are experiencing anxiety due to life events (a job interview, a wedding) and stressful situations (waiting for someone, a thunderstorm) as a voiceover tells us to hold our breath for several seconds. "What you're feeling now is just like financial stress, it's just like you're drowning. Meanwhile, the moments that matter slip away." The narrator has good news, though: "SunTrust is about to help America catch its breath, by lighting the way to financial confidence, so now, let go and breathe."

The verdict: Money stress is a pretty universal feeling, and so is wishing you had more time for life's important things — like family, friends and happiness. That makes this ad pretty effective, whether you plan to bank with SunTrust or not.

Read more: