Bank bashing ads tell people what they don’t get
June 29, 2010
TruMark Financial Credit Union makes it very clear what the people of Pennsylvania shouldn’t expect from the $1.2 billion financial institution: No credit card tricks. No frustration. No excuses. No hidden fees. No bailouts. No surprises. No hassles. No double talk. No greed.
In a series of three television commercials, TruMark dishes a sardonic (if not snide) dig at big banks. The campaign’s premise hinges on an obvious-yet-unspoken question: “Why fork over your money to bankers so they can splurge on a luxurious lifestyle?” You can view the three spots at the credit union’s website.
In preparation for the campaign, TruMark surveyed some 1,000+ households and found that 40% were “very concerned” about big bank executives receiving excessive compensation.
Reality Check: TruMark doesn’t reveal its executive compensation structure.
High-caliber copy coupled with professional production qualities make for some very attractive spots that are likely to be very effective at generating name awareness for TruMark.
The three TV spots are part of a wider campaign, concentrated in a nine week, multimedia schedule across Southeastern Pennsylvania. Billboards are slated to run for six months.
Going negative. Attack ads. Call them what you want, financial marketers like TruMark are increasingly practicing the dark art of bashing the competition, a strategy originally pioneered and popularized by American political campaigns. The crux of the argument assumes that people will choose you as long as they hate the competition more. Translation: Make the other guy look like a schmuck. You don’t even have to be the least schmucky option; you merely have to be less schmucky than a few.
TruMark has a cheery take on what it sees as the commercials’ central theme. “While each spot is unique, the underlying message is the same,” the credit union explains in a press statement. “TruMark Financial is focused on its members.”
“TruMark Financial’s public awareness campaign is designed to reinforce the benefits of switching to TruMark Financial,” the credit union continues.
Reality Check: It’s hard to deliver a positive message about yourself while you’re beating the crap out of your competitors.
Key Questions: What happened to advertisers who touted their own features and benefits instead of the faults and shortcomings of their competitors? Is advertising today about convincing consumers that you aren’t as smarmy as the other guy? These days, does better and different = “suck less?”
“Married to ‘Morgan’”
You made it the best day of her life.
Saw that she was pampered every day.
Gave her somewhere nice to spend her afternoons.
Even bought her a beach house in St. Martin.
Too bad she’s not your wife.
She’s your big bank CEO’s wife.
Make your money work for you.
No credit card tricks. No frustration. No excuses.
It’s about you, your family, your trust.
TruMark Financial. Your trust matters.
“Raising ‘Chase’”
You did the best you could for him.
Made sure he was comfortable on long trips.
Gave me a nice place to keep his toys.
You even paid for four years in college…in Europe.
Too bad he’s not your son.
He’s your big bank CEO’s son.
Make your money work for you.
No hidden fees. No bailouts. No surprises.
It’s about you, your family, your trust.
TruMark Financial. Your trust matters.
“Living ‘Wells’”
You bought them a beautiful home.
Made sure she got her very own room.
Gave them a place to spend family time.
And a nice back yard to entertain friends.
Too bad it’s not your life.
It’s your big bank CEO’s life.
Make your money work for you.
No hassles. No double talk. No greed.
It’s about you, your family, your trust.
TruMark Financial. Your trust matters.
Share
Previous related stories from The Financial Brand:
- KeyBank says ‘Money Needs Attention’
- HSBC takes over a NYC park with its ‘Soapbox’
- Citi’s women of ‘Women & Co.’
- Got a question? Ask Bill
SPONSORED MESSAGE: Is your bank or credit union ready to go green with its branches? Watch this free webinar playback, “Green Is The New Black,” where the branch-building experts at Momentum outline the strategy, rationale, challenges, advantages and ROI of eco-friendly financial facilities. WATCH NOW
Filed Under: Advertising, TV & Video
Tags: TruMark
June 29th, 2010 at 8:41 am
Classic example of offering criticism without adding any solutions. However, as tacky as it is, does the average consumer really care? I’d argue the average John/Jane Doe still feels bitter toward “Big Banks” that these attacks are actually appealing to them.
June 29th, 2010 at 8:59 am
Excellent article outlining the pros and cons of bank bashing. These are definitely hard-hitting, memorable and professional spots, but I tend to agree with you, especially since “TruMark doesn’t reveal its executive compensation structure.”
June 29th, 2010 at 11:32 am
As a follow up remark, I just spent some time on Trumark’s website and I will give Trumark major props for living this position through and through. There has been real thought on how these TV spots are built into the site as well as how other supporting materials are brought in to support the argument. The way they have included major media coverage of banks versus credit unions is very well done.