This article is part of a larger research which, in spite of the widely known connection between advertising and creativity, aims at establishing whether there is a typical advertising discourse for a certain kind of product. Here we are not dealing with products, but with a service company, namely the bank. The advertisements examined target professionals, i.e. SME owners and players of the big finance. The author analyses the advertising image and text in all its components, trade marks, slogans, texts, as well as the enunciation frames, the communication roles, the speech contract and the advertising ethos.