SMITHFIELD, R.I.–Navigant Credit Union has introduced several new humorous TV commercials that use the theme, “You Deserve Better.”

The spots, created for the $3.92-billion Navigant CU by Nail Communications, use the humor to challenge people who stick with their banks despite being unhappy with them. 

Nail Creative Partner Brian Gross told Marketing Communication News, “On average, a person’s relationship with their bank lasts 17 years. But the average marriage?  Eight.”

Gross said that kind of financial institution loyalty may sound admirable, until one thinks about how “miserable those 17 years are. Banks bury customers in fine print. They withhold funds without warning. They hit you with hidden fees. They know you’re not going anywhere, no matter how badly they treat you,” he told Marketing Communication News.

“But we know it’s hard to quit your bank. So, we wanted to find some humorously absurd twists that might help give disgruntled bank customers that ‘nudge’ they need to leave,” he was quoted as saying. 

‘Unhealthy Relationships’

Molly Pastore, First VP at Navigant Credit Union, told Marketing Communication News, “Using good-natured humor, we exposed these unhealthy relationships, acknowledged the difficulty of change, and positioned Navigant as the smarter, healthier alternative.”

The TV spots are also supported by print and digital/social advertising throughout its Rhode Island marketplace. 

The TV commercials can be viewed below

and here