financial services

Texas Credit Union Launches TV Effort

 

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Security Service Federal Credit Union (SSFCU) is launching two campaigns spotlighting the federally insured and chartered financial institution’s focus on service.

Created by ad agency and production company Greatest Common Factory, the campaigns include eight TV spots, including one for the Hispanic market. The efforts also include radio and out-of-home elements. The TV spots are rotating in all three markets. 

This is the agency’s first work for the credit union, which has 70 service centers in Texas, Colorado and Utah.  

The spots in the first campaign illustrate what service means and feels like to SSFCU members. Each begins with a friendly SSFCU rep saying he could try to describe a service product such as shared branching or mobile banking, but his use of air quotes suggests that bland, overused words won’t convey the emotional effect of his credit union’s offerings. “Service isn’t something you hear,” he intones. “It’s something you feel.”

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One spot in the first campaign then cuts to a montage of humans -- children, grandparents, multiethnic millennials, single ladies -- enraptured in giddy giggles as they endure face-licks by adorable dogs and puppies in muted sunlight, on porches and staircases against the sound of upbeat music.

Another ad in the same campaign cuts to a scene of average-guy Gary approaching a romantic restaurant to meet Veronica, an out-of-his-league, Web site-made match. A slow jam plays as Gary meets the tall, friendly beauty. She smiles and utters a line that no online dater who has had a brush with reality has ever heard: “Your profile picture doesn’t do you justice, handsome.”

“Yep, feels like that,” each commercial concludes, cutting quickly back to the Security Service spokesperson. The tagline: “Feel how banking’s supposed to feel. Feel it for yourself, at Security Service Federal Credit Union.”

All three spots in the second campaign feature humorous, encouraging exchanges between SSFCU employees and their customers.

In one, a harried mother reflects from her minivan on a recent date night with her husband, complete with flowers, champagne and “not a single chicken finger.” A Security Service teller assures her she “can make it” until the next weekend’s date, providing the woman with wipes to mop up the drink thrown at her from the back seat.

In another, a father of the bride laments that the cake his daughter wants “is bigger than my first house, the guest list is the phone book and people are allergic to food -- so we’re serving every food.” A Security Service teller encourages him: “You’ve planned and saved smart for this wedding; everything’s going to be fine.” She then expresses her condolences that she won’t be able to attend, prompting the gentleman to grasp her hands and say, “Bless you.”

Each of these commercials concludes: “Built by members, for members. Our service is personal.” 

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