BETHPAGE, N.Y.–FourLeaf Federal Credit Union has launched its first major advertising campaign since rebranding from Bethpage Federal Credit Union—a campaign that features an eight-foot infant.

The $13.4-billion FourLeaf said the campaign is part of its growth strategy as it looks to expand its reach across New York City, New Jersey and beyond.

The ads seek to use humor to reframe what people expect from a financial institution, according to FourLeaf FCU.

The campaign will run throughout the year across all five boroughs of New York City, with an emphasis on Queens and Long Island. The media mix spans broadcast TV, cable TV, CTV, online video, social media (Meta, TikTok, LinkedIn) and digital display. 

In-branch activations will feature over-sized pens that are referenced in the ads to “create shareable moments and bring the campaign to life in person,” the CU added.

‘Proud History’

“FourLeaf has a proud history of serving our members in innovative ways as the market has evolved over the past 80+ years,” CEO Linda Armyn said in a statement. “We see our current re-branding as a time of optimism and expansion, while staying true to the values we’ve always had. Our members come to us for needs big and small. But to us, there’s no such thing as a small deal. They’re all big deals. And we wanted to show that in a way that expresses our outsized commitment to them.” 

The campaign includes a new tagline “Let’s Money Together,” which seeks to position the credit union as a “modern, inclusive financial partner ready to support members through all of their major milestones.”

‘Life’s Big Moments’

The campaign seeks to convey the idea of “life’s big moments” in what FourLeaf FCU said is a playful, over-the-top way, using exaggerated visuals to reinforce a simple message: “Big moments for members are big moments for FourLeaf, too.”

The spot can be viewed here.