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Pop Culture Showcased in New Security Service FCU Ad Campaign
Thursday, September 4, 2014 6:50 AM

Security Service FCU has chosen three elements straight out of pop culture to highlight its launch of three new products: Power Checking, Power Credit Cards and the Power Mortgage. With fairy tales, prescription medicine ads and telenovelas as the backdrop, SSFCU showcases the power of its products…without taking itself too seriously.  

“Our goal was to create a campaign that breaks through the clutter to introduce some of the best products in the industry, while still appealing to a wide range of members and potential members,” says Greg Stroud, SSFCU senior vice president sales and marketing.  

 The ads can be viewed on You Tube, at www.youtube.com/SSFCUSERVICE.

The first set of ads offers up contemporary versions of Red Riding Hood, Cinderella, Rapunzel and Snow White – women who need anything but rescuing. These woman are strong, smart and in charge. Picture Red in a black spandex, ninja suit with high tech, wolf-detection equipment and Rapunzel in a glassed-in penthouse, fully equipped with a high-tech, lose-the-loser system.

The second set parodies prescription medicine advertising positioning SSFCU’s new products as the proverbial pills that fix high-fee checking and boring credit cards. In one ad, a middle-aged woman with overwhelming weakness seeks relief from Low-P, or low checking and debit card power. She finds relief in SSFCU’s Power Checking which comes complete with common side effects, including happiness, lower blood pressure, smiling and an inflated ego.

The final set of ads -- Pasión de Power -- dubs English over existing telenovela content, tapping into the drama and flipping it inside out. In episode 5, titled “Pack Your Bags,” a wealthy businessman surprises his young, beautiful wife with tickets for a Power Travel Rewards vacation. She smiles and asks sweetly to make sure he gets a third ticket…for the pool boy.

With a dozen different spots, the media buy spans television, radio, billboards and in-theater marketing. The first ad launched in early August in Texas, Utah and Colorado, with more rolling out over the next few months. “We want people to wonder what’s coming next,” says Stroud