THE BANKING FAMILY
COMMERCIAL VIDEO | First Commonwealth Federal Credit Union
The Banking Family have spent generations preserving their wealth through overdraft fees and high interest rates. Their credit union brother is the black sheep. Maybe being small-minded isn’t so bad after all.
- Winner — American Advertising Awards (Philadelphia Metro)
- Winner — America's Credit Unions Diamond Awards
STATEMENT.
"Small-minded banking" is a provocative tag by design. Consumers aren't used to a brand insulting itself, or at least appearing to until you look a bit closer. And that's where its power lies.
In a system where endless growth, globalization and monopolization is leaving the working class behind, maybe being small-minded isn't such a bad thing.
The Banking Family was the story at the heart of this campaign tapping into an experience most of us can relate to — the dysfunctional family get-together.
We tapped into a pervasive working class anger for the people of suburban Pennsylvania and New Jersey where this was served, and we did it with a cutting humor that felt at home on the same TVs airing the final season of Succession.