Wed, 01 May 2013 15:26:36 GMT
Ad agency and production company Greatest Common Factory (GCF) has launched two campaigns for Security Service Federal Credit Union (SSFCU), spotlighting the federally insured and chartered financial institution’s focus on superlative service for its members.
The campaigns – spanning eight television spots, including one for the Hispanic market; radio; and out-of-home elements – constitute GCF’s first creative work for the credit union, which has 70 service centers in Texas, Colorado and Utah. The TV spots begin rotating today in all three markets. Media in the San Antonio market, where SSFCU is based, include local network affiliates KSAT-TV (ABC), KENS-TV (CBS), KABB-TV (FOX), WOAI-TV (NBC), Time Warner Cable and KWEX-TV (Univision).
GCF co-founder, creative managing partner and director of the spots John Trahar said, “Security Service has a real commitment to service. For banks and credit unions these days that is saying a lot. So we're thrilled to share the work that lets future members know that SSFCU's service is something they need to experience for themselves. Everyone at Security Service really embraced the way GCF works and they proved the power of a smart client.”
The spots in the first TV 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.”
One GCF 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, website-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.”
Greg Stroud, VP Sales and Marketing at Security Service Federal Credit Union commented, “We are very excited to launch the new work we created with GCF and to share our message of outstanding service our members deserve. From concept to production all the way to launch, the process could not have been better. What I especially like about working with GCF is that the people that come with the idea actually execute the work. The goals and objectives stay true throughout the process and are reflected in the final product.”
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.”
Creative Director: Zach Rener
Art Director: John Trahar
Copywriter: Zach Rener
Managing Partner, Creative: John Trahar
Business/Account Services: Jonathan Silverstein
Managing Partner, Production, EP: Karen Jacobs
Production Company and City: Greatest Common Factory, Austin TX via Primary Elements in Los Angeles
Director: John Trahar
Executive Producer: Sue Crain and Rick Brown
Line Producer: Rick Brown
Director of Photography: Jeff Cutter
Set Designer: Mathew Holt
Editorial Company and CIty: Greatest Common Factory, Austin, TX
Editor: Tyler Crelia
Visual Effects: Brian Buongiorno. Finished on Smoke @ Tone, Austin, TX
Graphics/Logo: Black Market Digital, Austin, TX. Jason Blair on Cinema 4D
Music Company and City: Singing Serpent, San Diego, CA
Composer: Brandon O’Connell, Chris Fulford Brown, Rafter Roberts,
Sound Design Company and City: Everywhere Audio, Austin TX
Sound Designer: Marty Lester