‘Bill’ Lends a Hand for Holidays

Erwin-Penland has released a holiday campaign for Advance America Cash Advance Centers in selected U.S. markets.

The Greenville, S.C., shop last week launched two 30-second TV spots featuring “Unexpected Bill,” a character EP introduced in October.

Bill personifies unanticipated ex-penses that can be managed via the Spartanburg, S.C., client’s payday advance services.

“There’s a perception of this industry that we are there for people to over-extend themselves,” said EP director of strategic planning Roger Beasley. “But we are there to provide assistance when bad things happen financially at the wrong time, like the holidays.”

The ads are basically the same, except for decorations and subtle copy changes in the holiday spot. The work will air on 125 network affiliates through year’s end.

In one ad, a couple eats dinner with an older man. “I can’t believe he showed up, especially during the holidays,” says the husband. “Well, Honey,” says the wife, “he’s your father.” As the camera pulls out to show Bill eating, the husband replies, “Not him, him!”

Spending was not revealed. The account bills about $20 million.