The joke in Fifth Third Bank’s “In the Dark” ad (above) could’ve taken 30 seconds instead of a minute, and isn’t about budgeting as much as not letting one’s idiot roommates handle the utility bills. The “Party” spot (below) is a bit more effective, because the protagonist’s inept planning here could extend to his finances, though he’s still more lazy than anything else. The work, via Olson, is part of Fifth Third’s “Don’t Be That Guy” series, and a future ad will feature a hip twentysomething preparing for a concert and wearing a T-shirt promoting the band he’s going to see. He probably won’t be any good with money, either.
—Posted by David Kiefaber