SUNNYVALE, Calif.–– There is a “terrible” barbarian rampaging across Silicon Valley, and he’s inflicting his wrath on bank fees and charges as he finds refuge at a credit union that he admits he first thought of as “weak milk men” but whom he now knows will “protect horde” with their lives.
The $9.3-billion Star One Credit Union is featuring its spokes-barbarian and influencer “Ragnar the Terrible” in a series of creative and humorous spots as he “navigates the modern world as a Silicon Valley influencer,” according to Star One. Along the way, the credit union explained that he continually encounters the same question: Why do big banks still make banking so difficult? Or, as one video also asks, what’s with the “bank torture?”
In the videos, Ragnar charges into what Star One said are confusing fees, disappointing rates, and complicated products that consumers often associate with traditional big banks and concludes, “banking shouldn’t feel like a battle.”
Ragnar is now rampaging across digital advertising platforms, social media channels, and out-of-home advertising placements throughout the Bay Area. Below, VP of Marketing Toby Travis shares with CU Daily readers details on how the credit union came to hire a barbarian to share its message, and offers advice to other CUs considering doing something similarly offbeat.
Links to the Ragnar spots—which are worth a watch—appear at the bottom of this story.
The CU Daily: First, tell us more about the Ragnar character and campaign. Where did this character come from, how has he been used and what has been the response?
Travis: Ragnar is a larger-than-life character that represents the frustrations all of us experience navigating the modern world – particularly increasingly impersonal avenues adversarial relationships many of us have had with big banks.
Historically, Ragnar is a fictional barbarian rooted in Old Norse and Viking mythology. With Star One, he first appeared in late 2025, but more recently he’s part of a campaign to share financial tips, products, and member benefits in an absurd, but approachable way. He is a fish-out-of-water. A barbarian-turned-Silicon Valley influencer experiencing the “brute” nature of big banks and how credit unions like Star One are making finances easier to navigate. Banking shouldn’t be a battle, plain and simple.
Star One has had a great response so far with the new approach being funny and eye-catching, while still driving home the benefits that matter most to our members.
The CU Daily: Did Star One do any research to identify the issue Ragnar addresses in these spots, or the credit union already knew these are the most common complaints about banks in its markets?
Travis: Star One used a combination of research and existing knowledge about bank practices and issues to nail down key topics for Ragnar to address. These include confusing fees, disappointing rates, complicated products and impregnatable, automated service that are often associated with big banks.
The CU Daily: Credit unions are sometimes afraid to take these kinds of creative chances and resort to straight rate ads, for instance. Did Star One have any concerns? Did it test any of these spots?
Travis: A lot of thought went into this campaign. We focused on dramatizing issues that drive people to make the switch to a credit union. The trick is to make the campaign attention-getting, but also relatable. Credit unions often focus so much on making a kind, personal connection that we lose the sense of surprise that is crucial to successful campaigns. Ragnar is an unexpected messenger for classic credit union topics.
Research also tells us that only pointing out what’s wrong with for profit banks, isn’t enough. We had to ensure Ragnar also engaged with the positive benefits of Star One. That’s where we can prove how we’re different.
The CU Daily: Where is this advertising appearing and for how long?
Travis: This advertising is currently appearing across social media channels, digital advertising platforms, sites like YouTube, and out-of-home advertising placements. We plan to continue to extend the campaign – Ragnar still has a lot to say.
The CU Daily: Are you able to track any results and what has been the feedback?
Travis: We are tracking results on social media and internally. Initial signals and results are positive. We like the trajectory we’re on
The CU Daily: Are there future plans for Ragnar?
Travis: As more issues come up with “big banks” and topics members care about most, Ragnar will be there to tackle them head-on. We would love to get him on TV next, but we’re also taking this one step at a time, as we continue to get feedback.
The CU Daily: Was it difficult to find an actual barbarian in Silicon Valley?
Travis: With the issues folks face currently from traditional banking, whether it’s high fees or bad rates, it wasn’t hard to find a barbarian wanting to protect his treasure “horde,” much less, a barbarian influencer in Silicon Valley.
The CU Daily: Any advice for other credit unions considering taking a similar chance with its creative approach?
Travis: Our advice is to take a chance. Put yourselves in the shoes of your audience and think about what will connect with them. What will make them laugh? Or cry? Or stop and think? In a time where more people are turning to their phones and social media to make decisions, we need to produce creative that stops them mid-scroll. That takes new ideas – and maybe the courage of a barbarian warlord.
The Videos
The videos can be viewed on YouTube here, here, here, here and here.
