A showcase of 11 different creative marketing initiatives from banks and credit unions around the world.

Citi – “Kinda The Same Thing”

Someone snapped a photo of this transit ad from Citi. The bank can certainly benefit from a little lighthearted humor right now.

Three Rivers FCU – “Happy Dog”

This 30-second TV spot, made specifically to air during the 2010 Superbowl, involves a clever pairing between the soundtrack and visuals: a dog puts his head out of a car window and his gums flap in the wind to a victorious operetic performance. It’s fun to watch. Agency: Weber Marketing Group.

THREE RIVERS CREDIT UNION – “LUCKY DOG”

Keesler FCU – “Money Talks”

Keesler had the opportunity to teach financial education at Biloxi High School. To support the effort, agency Raoust + Partners created “Money Talks,” a Gen-Y style financial literacy program including a letter to parents, wearables, posters, pamphlets, and stickers.

St. George Bank – “Big Enough, Small Enough”

In this brand ad campaign for one of Australia’s larger financial instituions, St. George depicts itself as a “big bank,” something that has been out of vogue lately. The message: “Just because you’re big, doesn’t mean you have to act like it.”

ST. GEORGE BANK – “BIG ENOUGH, SMALL ENOUGH”

Bucks First FCU – “Violent & Awesome Commercial”

This Pennsylvania credit union teamed with internet sensations Rhett & Link (formerly of Alka Seltzer fame) to create an online commercial that must be seen to be to be believed. The video opens with a guy wearing a deer — err, make that a “buck” — costume getting hit by a car. The concientious motorists take the wounded buck to Bucks First FCU because they “treat bucks right.” Get it? The 90-second pun-o-rama has been viewed over 365,000 times with an average rating of 4.5 start (out of 5). Some observers in the financial industry have heralded the spot as an online marketing and social media triumph deluxe, while others have wondered if the video sends the right message about the credit union’s level of professionalism and financial acumen. What do you think?

BUCKS FIRST FCU – “VIOLENT & AWESOME COMMERCIAL”

Missouri Bank – Website

The first thing you should notice is how clean and refreshingly uncluttered the site is — markedly unbanklike. Then there is the interactive wall of testimonials with pictures and quotes from 75 different bank customers right on the homepage. This is one of the more interesting bank websites you’ll see.

Community Savings – “Piece of the Pie”

In Canada, it’s quite common for credit unions to give some of their profits back to members as “patronage dividends.” Promoting them the way Community Savings did prior to its merger with Servus is not common, however. The credit union boxed pies and printed messages on napkins encouraging everyone to “get their piece of the pie.” It’s a fresh take on what is arguably the hardest working pun in the financial industry.

ANZ – “Fraud Squad”

Australian Bank ANZ (pronounced “a-n-zed”) debuts a pair of spots about fraud, unauthorized online purchases and its “Fraud Money-Back Guarantee.” The spots portray the bank’s fictional Fraud Squad as a ridiculously zealous group with some wildly innovative (if not impractical) ideas for how to keep customers safe. The five-week campaign is supported by outdoor, online and ATM marketing. Agency: DDB Melbourne.

ANZ – FRAUD SQUAD “HELIUM GAS”

ANZ – FRAUD SQUAD “AIRBAG”

Department of Commerce FCU – “Auto Loans”

Agency Raoust + Partners turned what could have been just another boring auto loan product promotion into something visually interesting by drawing on car-related imagery. The checkered flag, chrome lettering and dashboard gauges are nice touches.

Golden 1 Credit Union – “No Bailouts.”

Many banks and credit unions have been quite comfortable — and arguably successful — celebrating a single point of differentiation: they are too small for bailouts. While the heyday of headlines like “Bailouts are for boats” and anti-jet banners has passed, there’s enough residual consumer resentment towards the financial industry that the bailout-bashing angle still has some traction.

Pinnacle Bank – “Move Your Money”

Like many community banks, Pinnacle wanted to make the most out of Huffington’s “Move Your Money” populist campaign, so they created this email marketing piece. The message isn’t promotional nor self-serving in any way. It simply invites people to check out the “Move Your Money” website and viral YouTube video. Lots of banks looked to capitalize on Huffington’s efforts, but not that many were willing to help promote like this.

Here’s a creative showcase of financial marketing materials from banks and credit unions around the world — 13 projects and dozens of photos and illustrations. You can click on most images to view larger. Enjoy!

USAA – Lifestage Guides

This series of financial education guides for USAA from the Cartis Group are both beautiful and brilliant. These aren’t just brochures, these are large, multi-page guides (some are 24+ pages) offering comprehensive — and largely unbiased — advice. Books are organized by lifestages and life needs: getting married, saving for college, life insurance, etc. This is real financial education — selfless, thorough, informative and helpful.

First Direct – Microsoft Surface “Mortgage Offsetting”

HSBC’s First Direct in the U.K. uses Microsoft Surface technology to explain the benefits of “mortgage offsetting.” Design firm Splendid worked with media agency Mindshare to create an interactive touch-screen experience that allows users to directly interact with digital content, without the using a mouse or keyboard.

FIRST DIRECT – MS SURFACE ‘MORTGAGE OFFSETTING’

Pinnacle Bank – Brand Ads

These three ads for Nebraska’s Pinnacle Bank were written by freelance advertising copywriter Holly Menges.

Langley FCU – “Whack-a-Fee”

Presumably inspired by the new arcade sensation, “Whack-a-Banker,” this game is so easy, you might think it’s a little stupid. But that’s probably the point.

Nevada Federal Credit Union – “We Don’t Suck”

Las Vegas columnist and glam blogger Emily Gimmel snapped a picture of this brash use of a colloquialism on a billboard off the Vegas Strip for Nevada Federal.

Cetelem – “Bingo Credit”

Cetelem, a unit of BNP Paribas Bank, parodies reckless creditors in a series of ads featuring the fictional-yet-funny “Bingo Credit.” The campaign kicks off with a TV spot where the fictional company’s spokesman takes you on a tour of the organization’s caution-to-the-wind philosophy. The message: “Credit should never be like this. Choose Centelem’s responsible loans.” In another spot, the spokesman gives a loan to a man on his death bed. There’s another semi-sexist spot pushing a loan for men who want to cosmetically remodel their wives.

CETELEM – “BINGO CREDIT”

Progress Bank – Brand Identity

A colorful design and a progressive image by Electrum Marketing.

Norway Savings Bank – “Colorful Solutions”

It’s not often you get to see so many different materials from a financial institution’s brand identity all collected in one place. This menagerie of colors was produced by Leslie Evan Design Associates.

MECU – Brand Identity

Design firm Simple I.D. came up with this casual and approachable look-and-feel featuring illustrations for Australian credit union mecu. Notice the use of lowercase letters and handwritten-style typography. Does the client know/care their agency calls them a “bank?”

First National Bank – “Praise Singer”

A native tribesman extols praises to the world at the top of his lungs. You will never see a spot with so much shouting that you will enjoy as much as this. It’s loud, but it feels good. You can see another similar spot here.

FIRST NATIONAL BANK – PRAISE SINGER

First National Bank – “Chin Up South Africa”

The South Africans, it seems, have a low self image and don’t feel prepared to host the 2010 World Cup. So FNB, a South African bank, tries to restore national pride with a TV spot where an Aussie gives a South Afrikaner an inspirational pep talk. It’s an honest and strangely captivating message for a bank-sponsored ad.

FNB – “CHIN UP SOUTH AFRICA”

First Atlantic Bank – Print Ads

These ads by Electrum Marketing clearly send a conservative-and-steady brand message.

American Bank – “Dolphins”

Talk about the indirect sell… This ad for American Bank from Pettus Advertising starts with the headline, “If you’re enthralled by the majesty of nature, we’re here for you.” The copy goes on to say, “The amazing wonders of the gulf coast are brought to life at the Texas State Aquarium. We are proud that this home for beauty and science call the Coastal Bend home. From wide-eyed children to learned professionals, nowhere is the joy of our world more inspiring…” Then the ad takes an abrupt detour to talk about into the bank’s culture. It’s a complete non sequitur. A better ad might have been, “American Bank…for people who like dolphins.”

With more than 54,000 members, over $600 million in assets, and 12 branches in the Austin, Texas area, United Heritage Credit Union is one of the largest regional credit unions in Central Texas. Facing intense competitive pressure from banks and large credit unions, United Heritage turned to the Cartis Group for “a strategic and tactical marketing plan” that would be based on both “primary and secondary research.”

“Its brand was disjointed and lacked credibility,” the agency says about the credit union’s image prior to the rebranding.

“Using our BrandSmart process, we enhanced and solidified United Heritage’s brand, including its positioning, messaging, marketing materials, website and identity system,” the agency says.

Cartis says United Heritage also made several operational changes as a result of the firm’s research.

The tagline “Be Smart. Bank Smart.” is part a deliberate effort to position United Heritage as a “banking center” that can compete with other major Central Texas financial institutions.

The Cartis Group’s work for United Heritage has been recognized by CUNA, AIGA, the ADDYs and NCUA.

WELCOME KIT

UNITED HERITAGE WEBSITE
Ads in the sidebar rotate as you navigate through the website. Ads are contextually relevant, so if you’re in the “Loans” section, you might be seeing ads for United Heritage’s “Skip-a-Pay” option, or their “Debt Consolidation” loans.

BRANCHES
The credit union’s BRANCH DESIGN includes some distinctive architectural statements, such as the tower. They are nice, attractive spaces, but a little light on the branding and merchandising. Architect: Clark Mente Architects.

UNITED HERITAGE CENTER
The credit union has secured the naming rights for “The United Heritage Center at the Dell Diamond.” It’s a large, multi-purpose space for meetings, conferences, banquets, weddings and parties. It holds 320 people for dinner, or 500 in theater seating. It is located along the first-base line at The Dell Diamond, home of the local Double A baseball team.

Union Bank – “Rock Solid”

A blogger snapped this photo of a “rock” on the teller counters at Union Bank. It turns out the “rock” was made of soft foam. “About as solid as a marshmallow,” the blogger wryly notes.

Allianz – Elevator

An elevator wrapped in graphics that look like a bank vault. The sign inside the elevator reads (translaätion): “Keep your money in a safe place.” Clever out-of-home advertising.

Visa – “Anthem”

Every two years, TV viewers around the world are treated to some of the most spectacular, inspiring ads ever created. The cinematography, the story lines, the editing are all extraordinary. Unfortunately, most of these ads don’t promote the companies who paid millions to produce and air them. They only seem to build the Olympic brand, such this beautiful mintue-long spot for the 2010 Winter Olympics from Visa.

Narrated by Morgan Freeman, the ad that talks about themes like “imagination,” “spirit,” “precision,” “speed,” “grace” and “magic,” concepts that seem markedly unrelated to either Visa or banking. It’s almost like a PSA for the Olympics: “This feel-good moment of unity and celebration is brought to you by…Visa! More People Go With Visa.”

You may prefer watching this kind of spot versus an ad for something like “Head On, apply directly to the forehead,” but you’ll quickly forget it was Visa who made it once you see a dozen other advertisers trot out their similarly commercialized celebrations of Olympic spirit and pride. You can see another gorgeous Visa spot for the Winter Olympics here.

SunTrust – “Swap a Solid” Facebook Application

SunTrust Bank recently launched Swap a Solid, a Facebook application that provides users with a forum for exchanging goods and services with their Facebook friends. At the Facebook app, you can “Request a Solid,” or view “Solid Requests.” The Swap a Solid name harkens back to the bank’s current ad slogan, “Live Solid,” although some people might think it’s disgusting to “swap a solid” with anyone other than their spouse.

Standard Bank – “Mr. HIV”

Standard Chartered, a bank serving Asia, Africa and the Middle East, made a pledge to the Clinton Global Initiative to educate one million people about the prevention and spread of HIV & AIDS by 2010. To achieve this, they commissioned an animated short film that chronicles a “Mr. HIV,” a personified virus looking for a job so he can destroy the human body. The script is entertaining. The CG is comparable to a Pixar production. As far as public health PSAs go, you can’t get much better. You can watch the whole series here.

Deutsche Bank – Greenhouse Gases Widget

Deutsche Bank recently launched a free widgetized version of its “Carbon Counter,” a landmark digital billboard in New York City which displays the running total of long-lived greenhouse gases in the atmosphere. The widget comes as part of the bank’s broader campaign to raise public awareness of climate change and encourage investment. (A widget is a downloadable, stand-alone application that can be embedded into an end-user’s web page or desktop.) It’s very interesting to see a bank commit itself so strongly to one side of a political hot potato.

Innovations FCU – “Jingle Bells Lip Dub”

You’re probably burned out on the holidays, but this video is too good to pass up. It’s a singing, dancing lip-synch of a techno version of “Jingle Bells.” The choreography involves the credit union’s entire staff — some 35+ people — in one, single 3-minute take. It is toe-tapping fun, festive and well-produced, yet not so slick that it feels expensive or pretentious. Hat tip to Christopher Stevenson at CUES who was the first to spot the video, and kudos to agency Raoust+Partners, who reportedly produced it.

Belvoir Credit Union – Brand Image & Identity

When Fort Belvoir Credit Union decided it was time to drop the “Fort” from its name, they turned to Third Degree Advertising for a new brand image and identity that is decidedly unmilitaristic.

Capitec – Simplicity

This minute-long TV spot features CG animation with a narrator in a virtual world who describes a bank that is unbelievably perfect. Quite frankly, it sounds too good to be true. The spot ends with the tagline, “Simplicity is the ultimate sophistication.”

The First National Bank – Dumpster Ad

Perhaps the most unusual media placement for a bank ad ever — inside the lids of garbage cans. They are literally throwing advertising dollars in the trash. Will consumers feel this kind of advertising is appropriate? Or will they snicker at a metaphorical irony that’s hard to escape?

IBT – Parking Lot Stencils

A creative reminder from Foundry Advertising that even seemingly insignificant spaces present branding opportunities.

Harborstone Credit Union – Lego Business Pieces

This business banking promotional kit comes from credit union marketing firm Jay-Ray. Each box contained a set of Lego building blocks and a mini-construction worker. Harborstone hand-delivered these boxed invitations to local businesses, inviting execs to attend the groundbreaking ceremony at a new Harborstone Credit Union branch.

First Community Bank – Enjoy Unbig

This brand advertising campaign is linked by a microsite with six games like the “Unbig Fun Maze!” and the “Unbig Crossword!” You can see one of the TV spots below, and the other three here, here and here.

Australian Central Credit Union – CG TV

A relatively simple-yet-effective 15-second spot for personal loans produced with computer-generated graphics.

Legacy Banks – Rebranded Identity

Ad agency Smith & Jones won a 2009 American Graphic Design Award for this rather conservative corporate rebranding.

Chase – Phone Tree

The copy says that “using Chase by Phone is easier than ever.” That may be, but the flow chart screams of confusion, frustration and lots of button-pushing. For a bank with trillions in assets, you’d think they could pony up a couple hundred bucks for a designer who knows how to use more than PowerPoint?

Sunlife Financial – “KC & The Sunlife Band”

Two words for this commercial… it’s funky. You can hear Sunlife’s rationale for the campaign in this YouTube press release.

Deutsche Bank – “What do you expect from banks?”

The German-based bank put up booths and asked people to speak their mind about banks, then posted the response online at a special microsite (Belgian/French).

Ally Bank – “We Speak Human”

So did Klaatu.

GQB Bank

Gorgeous architecture courtesy of this very interesting Russian blog.

HSBC – eStatements

“There is no way to print a bank statement without having to cut down a tree. Therefore it is more eco-friendly to choose an e-bank statement.”

Sofia Bank – “Wealth”

“It’s about attitude.” The agency would probably tell you that if you don’t get it, you probably aren’t the target market.

Glasgow Credit Union – Kieron Leigh-Clough Illustrations

Ad agency Freight, based in the U.K., bashes banks in this campaign for Glasgow Credit Union.

Pen Air Credit Union – “Thanks A Billion”

Pen Air thanked its members in a public campaign for helping the credit union pass the $1 billion milestone.

CF Bank – Brand Identity

Agency: Kleidon

[Note: If you've seen creative work from a retail bank or credit union that you'd like to share with The Financial Brand's readers, please send an email to the editor. Recent work, projects from years past, and even concept work will be considered.]

HSBC – “Integrity”

In this minute-long TV spot, a member of the paparazzi stalks Alex, a celebrity, to a nursing home. The photographer snaps a series of exclusive photos capturing his prey in vulnerable intimacy, weeping over her ailing father. The announcer kicks in: “For many people integrity is as important as money. At HSBC, we understand people’s values influence their financial decisions.” Cut back to the photographer who is reviewing his photos on his computer. He’s touched. He hits the delete button. It’s a spot that may bring a tear to your eye, all while screaming “BULLSNOT!” No one brave enough to wear the paparazzi label is throwing that kind of gift away. No way. Not ever. It’s pure gold. Not going to happen.

INTEGRITY :60 TV SPOT

HSBC – “Responsibility”

The fishing is bad, and the boat’s crew are disheartened in this :30 TV spot. But with perseverance, they finally land the motherload. Alas, there is a dolphin stuck in the net, presenting a moral dilemma. The fisherman are saddened, but ultimately make the (politically) correct decision. “For many people, responsibility is as important as money. At HSBC, we understand people’s values influence their financial decisions.”

RESPONSIBILITY :30 TV SPOT

Servus Credit Union – “Cash In With Your Camcorder”

Servus Credit Union in Alberta Canada has just launched a new promotion called Cash In With Your Camcorder, with help from the marketing experts at Currency. Servus is asking young adults “to create a 30-second commercial that shows why the Young & Free Chequing Account rocks.” First place gets $2,000, second gets $1,000, and the winning commercial(s) may be used in future advertising.

Clockwise from top left: Online banner ads, staff information sheets, wobblers, pamphlets, Facebook ad and mini poster. (Click to enlarge.)

Young & Free Alberta microsite transformed for the contest. (Click to enlarge.)

ANZ Bank – “The Chase”

This spot clocks in at 1:30, making it an “epic.” In the spot, it seems everyone is chasing Jack, through the streets of downtown Sydney — a baker, mechanic, chef, beautician — everyone. But Jack’s death-defying feats (of stunt work) help him allude the angry mob. Who is Jack? He’s an evasive business banker. The message: “Getting hold of a small business expert at your bank shouldn’t be hard. That’s why at ANZ, we’ve put on more small business specialists.”

ANZ – “THE CHASE” (1:30)

Centea – “Sperm”

A romantic sperm brings flowers to woo the reluctant egg. Success!! The ad’s caption: “Doing more is in our nature.” Maybe Belgians are more apt to link “biological conception” with “banking” than Americans. Or maybe this spot from a bank in the Netherlands is just plain weird no matter where you live?

ROMANTIC SPERM :30 TV SPOT

ANZ – “Happy News”

The Australian banking powerhouse asks, “Isn’t it time for some happy financial news?” The ads are invitations for people to “arrange an everyday banking review.” Even though they are intended to be parodies, they are still a little depressing.

Brookline Bank – Concept Work

The bank recently hired Shark Communications, who is working on the following concepts. It’s interesting to see a bank’s creative work before it’s been approved and finalized for the public. You’ve gotta love the “Empower Mint.”

Sterling Bank – “Make Dank”

You’ve got to admire the pranksters who modified this billboard ever-so-slightly. Their handiwork is barely noticeable. “Dank” (as if you didn’t know already) is an expression frequently used by stoners for something of high quality, usually sticky, hairy, stinky, highly-potent green bud. It’s hard to classify this as vandalism when the copy revision makes an arguable improvement. More members of the target Gen-Y audience probably thought about banking at Sterling after the billboard was edited than before.

Yep, that’s a huge doob (aka “joint” or “spliff”) hanging from his lips.

TDECU – BankWithTexans.org

This interesting site aims to unite local community banks with credit unions against the menace of big banks. Headlines include “FDIC sells Texas back to Spain,” and “Out of town banks lose $3.7 billion.” For carrying such a decidedly pro-bank tone, it’s surprising that the site seems to be entirely sponsored by Texas Dow Employees Credit Union (TDECU).

Nevada FCU – Puns & Tellers

A clever billboard spotted in Las Vegas, where comedy duo Penn & Teller has a show.

1st Bank – Umm, Duh…It’s Obvious

The concept for this series of ads and billboards hopefully requires no explanation. What do you think: Is the artwork overwhelming the message without adding proportionately to the concept? Or is it a clever and creative way to reinforce the key takeaway that 1st Bank is the obvious choice? Agency: TDA Advertising & Design.

MECU – Groceries for Referrals

Third Degree Creative produced this fun member referral promotion. One lucky member can win $400 in groceries for themselves and the person they refer. The mailer is cut like a grocery bag. Neat. And the free-standing display has slots in which real groceries can be placed.

Shelby County State Bank

A simple microsite from a community bank targeting Gen-Y/college students.

Affinity FCU – Test Drive

An auto loan promotion from ad agency Roust+Partners.

KeyPoint Credit Union – Boomerang

A refreshing amount of white space on this “Guaranteed Return,” from ad agency Roust+Partners.

State Department Credit Union

Ad agency Roust+Partners developed this brand identity for a credit union serving the U.S. State Department, folks who do some serious travelling. Shown here: ad, brochure.

First Tech – Microsoft Branch

An attractive branch on the Microsoft campus in Redmond, WA.

In honor of the new season of Mad Men (season three starts Sunday, August 16), here’s a showcase of financial ads from yesteryear. The ads come from a different world than we live in today — before compliance departments saddled paragraphs of legal disclosures on rate ads. You’ll notice how few of the ads targeted consumers. Banking bank then was all about business accounts.

Note: You can click on most of the ads to view a larger size.

TORONTO DOMINION
This help wanted ad promises the “finest working conditions in Canada.” Given today’s definition of  “working conditions” and considering Canada’s affable reputation, it seems like an odd thing to promise. If you were too nervous or shy to stop by the local branch about a job, you could write for their free employment booklet, “The Sky’s The Limit.”

BANK OF AMERICA
The banking powerhouse demonstrates its branding acumen back before the concept of “branding” had even been formally introduced. The ads have a consistent voice, message and style. Some of the ads feature a product promo for traveler’s cheques. Note the Old English calligraphic typography used in this older version of the logo. State by state, BofA has branded itself and the bank of the U-S-of-A.

BANK OF AMERICA
Two different ads for traveler’s cheques. If you liked the cool one from India, you could write the bank a letter and they would send you a full-size poster version of it.

BANK OF MONTREAL
Bank’s have been touting how long they’ve been in business since at least 1935, as in this ad where the bank is celebrating its 117th year. The message may have had value 75 years ago, but these days, as someone on Twitter recently noted, “It only proves you haven’t gone out of business…yet.”

CADDO NATIONAL BANK
This ad must have come out around the time fire and the wheel was invented, because it’s promoting the idea of having “a bank account.” For its time, this was probably a powerful ad, because even by today’s standards, the ad still packs a punch. Notice how the bank includes its capital position.

CHELSEA NATIONAL BANK
The monospaced computer typeface — a necessity in the early days of computer displays — screams “We want you to think we’re hip and computer savvy.” But the illustration says “tangerine dreams and marmalade skies, man.” Who cares? The scene is groovy.

DRY DOCK COUNTY
This is what’s known as a long-copy ad. It seems hard to believe, but there was a time when ads with this much copy were all the rage. Everyone had a story to tell, so they told it. These days, such a longwinded and rambling presentation would probably be laughed at. “Who has the time to read this?” The advertiser isn’t even mentioned until the 10th paragraph, where the bank touts its Saturday hours. Notice the offer for a free picture map of the local area.

FIRST NATIONAL BANK OF CHICAGO

THE NATIONAL CITY BANK OF NEW YORK
This ad hails from a time when it was considered shrewd business to have underpaid (and underdressed) “natives” do your dirty work.

THE CHASE NATIONAL BANK
Did you know that Chase once referred to itself as The Chase? This ad must have been what happened to the last ad after a merger, presumably between Chase and National. Oppressed natives have been removed from this all-white world.

SHAWMUT BANK
In advertising circles, this ad is what’s known as a “headless wonder,” meaning it has no headline. The advertiser — in their hubris — thinks they are so interesting and important that you’ll feel compelled to read the ad. No need. It probably just said what all the other bank ads said back then: “We’ve been around since 18XX and have helped our community grow because of our unique local knowledge and experience.” Sound familiar?

WELLS FARGO
The gal on the cover of this internal newsletter looks like she might be getting pretty excited about The Branch of the Future. Oh wait, that didn’t come around for another six or seven years.

BANK OF AMERICA
This ad ran in India. It targeted parents of children headed to the U.S. to get their college degrees. The ad pre-dates “no penalty CDs,” so the best they could offer was a loan on 75% of your CD’s principal. Interesting choice to include the illustration of a yo-yo.

BANCO NACIONAL
Is the guy in the illustration paying a monkey for bananas?

BofA – ‘Keep Moving Forward’

This one-minute spot features an empowering, uplifting soundtrack. The message: Bank of America is powered by American tenacity. Agent Jack Bauer (aka Kiefer Sutherland) reads the script: “This is America. And no matter how… No matter where… No matter what… We… keep… moving forward.” It’s not as optimistic as other “Opportunity” spots from BofA, but it still feels good.

RaboPlus ‘Fortune’s Fairy’

This Flash-based game from RaboPlus isn’t very hard, nor is it the best we’ve seen from the financial industry, but it does have one component sure to lure some consumers. In the game, you pick the pockets of a “boring old banker who is fast asleep with your money.” Every bill you get will be deposited into your new RaboPlus account…up to $50. You are encouraged to retry until you reach the full $50 amount, which creates a slight sensation that you’re gambling (marketing’s equivalent to drugs). “Yippee! I won!”

Ally Bank Print Ad

For those of you who have been following along with — and liking — Ally Bank’s TV advertising, here’s what one of the print ads looks like. (FYI – The Financial Brand’s uploads of Ally’s commercials have been flooded with nothing but positive comments — every day — and they get nothing but 5-star ratings. Take a look for yourself.)

City County FCU vs. The Bank

This microsite, DropTheBank.com, pits credit unions against banks in a familiar meme (see also: DumpYourBank.com from Colorado United). The site is screaming for a Flash-based game that isn’t there, despite having all the visual cues that would suggest so. Instead, there’s just a couple of videos. The three-month promo targeted young adults, particularly local college students. According to this article, the campaign yielded a 44% increase in “Advantage Checking” accounts opened by 18-34 year olds, 50% of which were new members. The credit union partnered with the Project New Age team at PSCU Financial Services.

Innovations FCU ‘Build Your Own Auto Loan’

Clever. From ad agency Roust+Partners.

United FCU ‘Matter’

More work from United FCU’s Gen-Y effort entitled “Matter.” Agency: BVK.

Kootenay Savings Annual Report

It may be a couple years old, but the 2007 “fiscal almanac” is both striking and creative. It’s probably more likely to be read than the average annual report. And check out the folding map they used for 2008.

Affinity Credit Union – Hard/Easy

Read the book… or choose Affinity, by ad agency Roust+Partners.

Interior Savings ‘Save Something’

A Canadian credit union framed its “savings” promo around this user-generated video contest, where the winner gets $5,000.

ING Direct ‘Planet Orange’

The centerpiece of orangekids.com, a financial education website, is a kids’ adventure game. There are also lesson plans for teachers and tips for parents.

BofA – U.S. Trust Ads

Three print ads with a serious tone and style.

Emprise Bank ‘Wrinkle Prevention’

You’ve got to do a little digging and deciphering to yield the takeaway message from this ad: “Emprise Trust & Investment services helps keep you from worrying.”

First Citizens’ New Logo

BofA Online Banking Billboards

These aren’t recent, but they are great.

Bontrust – “Increase in Currency (Money Love)”

“Mommy, where do little dollar bills come from?” Abe Lincoln stars as the philanderer and the Queen is a slut in this video for a German finance company. Warning: Origami dollar bills engage in some serious hardcore humping. No, it’s not a joke. The beautiful animated graphics belie the dirty, juvenile storyline. It must have cost a chunk of change. Besides 14-year old boys, you’ll have a hard time figuring out who this ad is appropriate for. You won’t believe your eyes.

Del Norte CU – New Mexico Hispanic Music Sponorship

A simple, clever, nice piece of work from 3 Advertising, a talented ad agency in Albuquerque.

Farm Credit Services Southwest – Advertising

More great work from 3 Advertising. Great design, good copy and oozing with a personality that’s totally appropriate for the target audience. This is what can happen when you have a brand focused on a specific and well-defined audience.

PEMCO – “Relentless Recycler”

Presumably after taking heat from some über-greenies, PEMCO Insurance decides to replace it’s “Obsessive Compulsive Recycler” version of this TV spot with something more sensitive to the feelings of humorless eco-extremists.

Kiwi Bank – Website

An attractive website with an interesting interactive banner on the homepage. Check out this intricately rendered virtual world. It works as a interface to explore “lifestage” products and services.

Ally Bank

The Financial Brand already wrote about GMAC rebranding its bank as Ally, But dang, these TV ads are funny. You’ll want to watch them more than once: “Pony,” “Truck.”

Neches FCU – “Loans Gone Wild”

“Show me your rates!” After 48 hours, here are the promo’s stats: almost $140K loans requested, 142 entries to win prizes.

Chevy Chase – Promotional Advertising

Idioms, clichés and visual puns.

America First Credit Union – YourNextF1RST.com

A Gen-Y microsite and community with 573 registered users. Videos, Facebook, promo contests.

Win the Centris Smart Car

In honor of the credit union’s 75th anniversary, it’s giving away a 2009 Smart Fortwo. Rules and regs here.

United FCU – “Matters” Ads

The Financial Brand wrote about United FCU’s Gen-Y program ‘Matters’ a few weeks ago. Here’s some offline media — a pair of print ads. The one on the left has the logo and copy upside down (intentionally). Click to enlarge.

Bank Norwegian – “Jet Ski” Ad

The (very small) copy in the lower right-hand corner says, “Saving. It might take a while. Bank Norwegian.” Then — in microscopic type — it says, “Loans you can live with.” The takeaway message is decidedly pro-credit: Borrow today, because saving takes time.

First Bank – Testimonials

This series of ads looks uses a hand-written diary as the visual device. Each story is told from the perspective of a First Bank employee to show how First Bank puts each of these customers “first.” The photos are presumably of customers, but they are likely actors.

Fulton Bank – Billboards

A series of billboards from ad agency Pavone. There’s a TV spot that does the concept more justice than these static images.

Irwin Union – Website

A simple, attractive website (with shades of Apple’s website?)

Queensland Teachers Credit Union – “Grant”

Does anyone know who “Grant” is and why he would make a good choice for

This Australian credit union is promoting a “Smarter Starter Home Loan with a First Home Owner Grant.” So that explains why they’d choose someone named “Grant.” But who the heck is this guy? A rugby star? Soccer? If there’s anyone who knows, please share in the comments below.

Charter Oak Credit Union – “The New Look of Banking”

The credit union updates its brand identity. Their new slogan is, “Relationships beyond banking.” The credit union describes the new look as “an image that speaks to our financial strength.”

Progress Bank – Website

Isn’t this one of the more simple and interesting websites you’ve seen for a financial institution?

Colorado United Credit Union – “Dump Your Bank”

A microsite that explains the difference between banks and credit unions, with a call-to-action to make the switch and “dump your bank.”

Standard Bank – Brand Ad

The ad for this South African bank reads, “When you’re young, anything free is good. With a Standard Bank youth account, you get four free ATM withdrawals or debit card swipes, four free cash deposits a month and so much more. Standard Bank. Inspired. Motivated. Involved.”

NRMA Insurance – “Un” Website

This website uses Flash-based claymation to present one of the most boring subjects known to man — insurance — in one of the most fun, casual and creative ways you’ll ever see in the financial industry.

Sofia Bank – “Experience Reborn” Brand Ads

These ads for a Finnish bank feature über-sophisticated babies with the headline, “Experienced, although newborn.” creative metaphor, although most people probably prefer their bankers be a wee bit older, wear a few more clothes, and poop their pants a little less often.

Tinker FCU – “Buck the Norm” Mobile ATM

The Tinker FCU mobile ATM is fully wrapped with brand messaging. It can be found on any given weekend at various events around its service area. For the Norman Music Festival, the credit union slapped its ‘Buck The Norm’ promo on top of the wrap.

1st Bank – No Jets, Just Plane

Immediately before the Colorado Rockies play their home opener today, a biplane will tow a 30’ by 115’ about 1,000 feet above Coors Field. The banner reads, “This is the closest thing we have to a private jet.” The message FirstBank wants to send: “We’re conservatively run. We have not received bailout funds. And we’re managing just fine, thank you.” Corporate jets are a punchline — an iconic symbol for extreme capitalist indulgence.

Agency: TDA Advertising & Design, Boulder

Arizona State Credit Union – Stork

This ad recently won a national award. (Click to enlarge).

Schwab – Easy Switch

This is a photo of a backlit poster in the Philly airport. Is your switching process as easy as this? For that matter, is Schwab’s?

Planters Bank – Safe & Secure

The bank touts its five-star safety/soundness rating from Bankrate.com in this brand ad. (Click to enlarge).

Point West Credit Union – Brownie Points

Brownie Points is a new Portland-area word-of-mouth marketing campaign for Point West Credit Union from PSST! Marketing. The campaign was designed to support their “Points Checking” account.

Here’s how it works. At the campaign website, fill out a form to send Brownie Points to friends who you feel have “made a smart move.” Point West then sends out an email to your friend alerting them to the Brownie Points they’ve recently been awarded. With those points, your friends can either A) get a free brownie at a local bakery, or B) get a better rate on CDs or loans at Point West. Plus, the sender of the Brownie Points gets a brownie as well.

Ent Credit Union – Freedom Is

This campaign has been running for about a year and a half. Media Post just wrote an article about it this week.

Glendale Area Schools FCU – Just Say No

The ever-fearless Stuart Perlitsh, CEO of Glendale Area School FCU, is back. This time, he’s taunting regulators with a banner that reads, “Just say no to bailout banks. Bank responsibly.” Last time, Perlitsh got into some hot water with the NCUA after including Bauer Financial ratings for some of his competitors in the credit union’s newsletter. The insinuation was that he was safe and other financial institutions aren’t. NCUA said that was a no-no. Does this banner cross the line? The Financial Brand says “no, it doesn’t.” But what do you think?