Mobile gets recognition in a new $70 million integrated marketing campaign that Chase will soon break to address the changing financial needs of consumers.

Called "Chase What Matters," the effort from New York ad agency mcgarrybowen will promote the bank's myriad products via television, newspapers, magazines, the Internet and outdoors ads in the subway, transit stations, taxis, billboards and movie theatre trailers. One of the three TV spots pushes the Chase Mobile texting service.

"Technology has really influenced how consumers live their lives," said Christina Holevas, first vice president of marketing and communications at Chase, Chicago. "Because technology has so impacted their lives, it's really important that we keep up with that. Chase Mobile is a very good example of how we're providing access when the customers want it."

Scored to the original 1989 Queen track of "I Want It All," the TV spot shows a man shopping for a new TV set. He is seen using Chase Mobile to check his account balance through a text message to estimate how much he can afford to spend on the purchase.

Meanwhile, another spot shows a woman climbing a rock who receives an alert that her checking balance is low. She is able to call Chase to transfer funds into her account to avoid an overdraft. Original music was composed for the commercial.

The spots air starting Jan. 14 on Super Bowl pre-game, Oprah Winfrey's pre-Academy Awards interview special and prime-time shows such as "Grey's Anatomy," "American Idol," "Prison Break" and "Boston Legal."

Chase will break the print campaign Jan. 13, including an ad in the March issue of O: The Oprah Magazine.

The ad campaign seeks to create a consistent brand image across Chase offerings such as credit cards, branch banking, commercial banking, home lending, auto finance, student lending and business banking.

With this campaign, the bank said it is highlighting five themes that matter to consumers today: value of the products and services offered; recognition via discounts, special offers and points; advocacy to help customers avoid mistakes; and protection against fraud and identity theft.

An equally important theme is access to make it easy for customers to manage their finances via various vehicles including branches, ATMs, credit and debit cards, mobile and telephone banking and online banking.

Some of the initiatives being marketed are new for Chase.

"Advocacy is kind of a new realm [which is] helping customers avoid problems and fees by giving them a heads-up," Ms. Holevas said. "Before they make a mistake, before they are overdrawn we are providing them with information."