When NEFCU attacks bankers, it goes straight for the heart.
The $2.2 billion asset credit union in Westbury, N.Y., unveiled a glossy television commercial featuring three buttoned-up bankers who perform the Wizard of Oz classic “If I Only Had a Heart,” while gleefully going about their business—unconcerned and unaffected by how customers perceive them.
One callously flings a bewildered couple’s paperwork into the air. Another grabs a stack of bills on his way through the bank vault and taps it on his chest as if his heart is fluttering. The third heel-clicks his way atop the tellers’ row.
In between, an older woman with a cane gasps when an ATM swallows her withdrawal before she can remove the bills. The three bankers combine on the coda with a flourish, as one slides into his suit coat pocket a quarter he’d bent over to pick off the floor.
“If banks did have a heart, then instead of charging all sorts of fees, they’d offer free checking with up to 3% (APR) interest—like NEFCU does,” proclaims the voice-over, which later delivers the credit union’s motto: “Better banking because we’re not a bank.”
NEFCU first created a stir two years ago with its “Boardroom” commercial. That ad depicts many well-dressed older bank executives laughing in a boardroom while the narrator issues a backhanded compliment over an Italian opera audio track: “Despite being incredibly unpopular, they’re wildly profitable …yeah, you’ve got to hand it to them—but you don’t have to hand them your money.”