With “If I Only Had a Heart” from The Wizard of Oz serving as an ironic soundtrack, New York agency DeVito/Verdi and bi-coastal/Cape Town-based production company Backyard introduce us to a handful of heartless bankers who can’t help but show off their Broadway chops for NEFCU.
In case you didn’t know, NEFCU is a Northeastern credit union aiming to distinguish itself from proper banks with a dose of theatricality caricaturing the archetypal greedy finance guy.
Regarding the spot, DeVito/Verdi creative director Wayne Winfield says:
“There is power in clichés and stereotypes. Initially, we were looking for variations of the smug, silver-haired, well-fed banker (in other words, someone who looked as if he didn’t have a heart). Then, of course, there was the issue of being able to sing and dance. It was something of a fine line: We didn’t want polished performers, but at the same time they had be able to carry a tune and move in a way that looked natural and elicited a smile.”
We’d be glad to make the extra effort if a trip to the bank were this entertaining.
Agency: DeVito/Verdi
Creative Director: Wayne Winfield
Agency Producer: Karen Tomlin
Account Supervisor: Andy Brief
Vice President of Marketing & Community Relations: Valerie Garguilo
Senior Marketing Coordinator: Trish Graffigino
Production Company: Backyard
Director: Greg Bell
Director of Photography: Kris Kachikis
President/Partner: Blair Stribley
Managing Director/Partner: Chris Zander
VP/Executive Producer: Kris Mathur
Head of Production: Emily Malito
Line Producer: Candace Tomarken
Production Designer: Justin Trask
Editorial: PS 260
Managing Partner: Zarina Mak
Lead Editor: Dustin Stephens
Music Production: Duotone Audio Group
Executive Producer: David Leinheardt
Producer: Lissa Farquhar
Creative Director/Composer: Brian Deming
Composer: Brad Fischer
Music Supervisor: Karen Miller, The Albert Company