"Once Upon a Time" TV

“Once upon a time, I had a relationship,” says a woman as the commercial opens. “Then things changed. And suddenly it was as if I didn’t even have a name.”

GHS Federal Credit Union came to us with a question: How do we reach out to the financial customers in our market who have grown increasingly concerned about the stability of their bank? Often, with little warning, banks change hands, implement different procedures and change up products and services. With a long and strong history of independence, GHS wanted to emphasize its personal “first-name basis” service in a new top-of-mind awareness campaign.

In this commercial, the woman is searching for the right relationship — “the relationship of a lifetime” — and she has found it at GHS, where she receives the personal attention she deserves and...where they know her name.

Supporting print and online ads rounded out the campaign.