Omnicom's Merkley + Partners, in its first campaign for E-Loan, positions the online lender as fair, affordable and fast. One spot shows a man and woman atop a city building as they unfurl a banner that asks, "Why pay money to borrow money?" In another, a man stands in the median strip on a busy street with a sign reading, "Honk if you don't like getting ripped off." The campaign, which breaks today and includes radio and outdoor ads, introduces the tag, "Radically simple." Billings are estimated at $25-30 million.