San Diego County Credit Union

SDCCU is everything that a big bank is not. Well, it’s small for starters. It also has free checking, low rates on loans, no fee ATMs, and a sense of humor. Seems like a no brainer, yet most customers still default to one of the big banks for their everyday banking needs. To speak to them, we took a different approach. Instead of espousing the obvious benefits of “low”, “free,” and “easy”, we show everyday situations that shouldn't have those qualities to begin with. Some things, like high dives and golf, shouldn't be low or easy. But things like loan rates, fees, and banking should be. Funny, human, unexpected. Everything big bank ads are not.