Newsletter
Navy Federal Credit, MullenLowe Put You 'Financially at Ease'
Go worry about everything else
Removing concerns about investments and finance frees up so much time for us to fret over other stuff on life’s strange journey.
Navy Federal Credit Union explores this theme in comic commercials developed with MullenLowe.
Folks tie themselves in knots over treasure chests, wet socks, home improvement mishaps and anniversary dinner etiquette.
A fish in the face! It never gets old.
The tag: “Financially at Ease.” Too naval? I worry about such things.
“The ‘thought spiral’ idea was an evolution of the previous Navy Federal work where people considered what their lives would be like WITHOUT their favorite credit union. MullenLowe GCD Jon Ruby tells Muse. “So, that was kind of like a worst case scenario campaign. The new work came from the insight that when your financial concerns are taken care of, you don’t just stop worrying. You end up shifting your worries to something else. As we all know, one worried thought leads to another and another after that.”
With that in mind, “Our first example of this idea was receiving a text during an important event like an anniversary dinner,” he recalls. “Do you look at it? If you don’t, it could be something really disastrous. You better look. But you really shouldn’t. We discovered this construct was funny and very relatable.”
Golden L.A. director Ric Cantor—who used to write for HBO’s Da Ali G Show—delivers tales that deftly walk the line between stupid and too stupid. With quick gags that never lose sight of the brand message, these spots rate a solid 7 on the goof-o-meter. (Well, maybe the suburban homesteaders and their jars of jam in the first ad below rate an 8).
The work began rolling out last week across broadcast, streaming TV, OLV and social.
CREDITS
Creative Agency: MullenLowe U.S.
President: Jordan Muse
Executive Creative Director: Tim Vaccarino
Group Creative Director: Jon Ruby
Associate Creative Director: Albert Breitwieser
Copywriter: Paul Malloy
Art Director: Zoe De Poalo
SVP, Head of Production: Brian Smith
VP, Group Account Director: Sara Vater
Account Supervisor: Tyler Nguyen
Project Manager: Nick Corsini
Associate Director, Business Affairs: Delores Martin
Production Company: Golden L.A.
Director: Ric Cantor
Managing Partner: Matthew Marquis
Executive Producer: Geoffrey McLean
Executive Producer: Dahlia Stone
Head of Production: Kevin Gallagher
Editing & Finishing Company: PS260
Editor: JJ Lask
Editor: Tyler Hurst
Executive Producer: Zeke Bowman
Photographer: Scott Pommier
