SAN ANTONIO Security Service FCU has launched two bilingual TV commercials promoting its services as “how banking’s supposed to feel.”
The campaigns spanning eight television spots, including one for the Hispanic market, radio and out-of-home elements, were designed by Austin agency Greatest Common Factory. The TV spots began rotating Wednesday in Texas, Colorado and Utah, where the $7-billion credit union operates 70 branches.
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).
The spots in the first TV campaign illustrate what service means and feels like to Security Service members, with a member service rep saying, “Service isn’t something you hear. It’s something you feel.”
One spot 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 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.”
All three spots in the second campaign feature humorous, encouraging exchanges between Security Service employees and members. 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.”
