Backyard's Greg Bell Pokes Fun at Greedy Bankers with a Catchy Tune

Creative 706 Add this
DeVito/Verdi channels musical melodies with NEFCU ad
Backyard's Greg Bell Pokes Fun at Greedy Bankers with a Catchy Tune

Venice-based Backyard director Greg Bell teases the often unreliable world of banking with a healthy dose of song and dance in the humorous new 30 second spot “Heart” for NEFCU out of DeVito/Verdi. The spot features several seemingly conservative bankers with an extra jig in their step as they make light of their typically ruthless demeanor in song, while ignored customers look on in bewilderment. That is, of course, not what it’s going to be like banking with NEFCU.

From the outset, the goal was to poke a little fun at greedy banks, not musicals. To enhance the humor of the spot and the irony of the buttoned up bankers going full Broadway, Bell focused on honing in on the archetypal banker look while casting, instead of searching for polished singing and dancing talent. “There is power in clichés and stereotypes. Initially, we were looking for variations of the smug, silver-haired, well-fed banker (in other words, someone who looked as if he didn’t have a heart),” notes Creative Director Wayne Winfield, “Then, of course, there was the issue of being able to sing and dance. It was something of a fine line: We didn’t want polished performers, but at the same time they had be able to carry a tune and move in a way that looked natural and elicited a smile.”

Throughout choreography rehearsals and shooting, Bell also amped up the humor by ensuring that the actors continued to maintain an element of rawness to evoke a humorous notion of musical spontaneity. Throughout the shoot, he continued to uncover moments of comedy, including having one of the bankers theatrically hopping over the balcony. “If music allows Mary Poppins to fly, why not a banker too?” adds Bell.

However, the fun wasn’t just happening in front of the camera. “A workday of song and dance is just plain fun. Every last member of the crew was in a great mood, and we bounced from scene to scene having a blast,” says Bell, “The entire shoot itself was one of the best experiences I’ve had as a director.”

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Composer: Brad Fischer

Creative Director: Brian Deming

Executive Producer: David Leinheardt

Music Production: Duotone Audio Group

Music Supervision: Karen Miller, The Albert Company

Producer: Lissa Farquhar

Production Company

Director: Greg Bell

DOP: Kris Kachikis

Executive Producer: Kris Mathur

Head of Production: Emily Malito

Managing Director: Chris Zander

President: Blair Stribley

Production Company: Backyard

Production Designer: Justin Trask

Line Producer: Candace Tomarken


Edit Company: PS 260

Editor: Dustin Stephens

Creative Agency

Creative Agency: DeVito/Verdi

Producer: Karen Tomlin


Marketing Communications Manager : Valerie Garguilo

Genres: Music performance, Comedy

Categories: Banking, Finance

Backyard Productions, 5 years ago