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Article: AD Beat: Home Equity Loan? Think Mini Me.: One look at its latest ad campaign for home equity loans and it's clear straight-laced Fifth Third is loosening up. But the $84 billion bank doesn't stray far from its product-only sales pitches.
- Article from:
- US Banker
- Article date:
- August 1, 2003
- Author:
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Conservative Fifth Third Bank is loosening its necktie, injecting humor and levity into its straight-laced image with a new advertising campaign featuring actor Verne Troyer, widely known for his role as Mini Me in the Austin Powers flicks.
The $84 billion bank is only coloring a shade outside the lines. Troyer offers pop appeal within the confines of Fifth Third's product-only advertising. As much of the industry clamors over brand advertising and spends tens of millions on it, Fifth Third is content with the formula it's had for a decade: run several, short loan and deposit campaigns every year with closely tracked sales goals. "We don't do branding for ...