Fifth Third Bank Geeks Out on Its Own Ridiculous Name in Charming Ads by Pereira & O’Dell

Do the math and see what it means to be a Fifth Third better

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If you’re the marketing team behind a bank with a weird name, let’s say Fifth Third, and you’ve got a new campaign that makes fun of said name, when would you launch it? You’d probably pick today, May 3. Or put another way—5/3.

That’s just what Pereira & O’Dell has done with its new campaign. The gag is on the nose—so on the nose that it goes from silly and kind of dumb to something worth a little hat tip to. And it’s of a piece with the rest of the campaign, which uses visual gags, calculating what 5/3 would be (166.7 percent) on an old-school calculator, displaying it on a chalkboard, that lean into the goofy name. But the agency says it’s also part of a larger strategy of communicating that Fifth Third gives customers their all.

“We started with a powerful idea that was staring at us directly in the face,” Pereira & O’Dell’s co-executive creative director Robert Lambrechts said in a statement. “Fifth Third is a unique name, but more importantly the bank has a legitimate reputation for working hard to go the extra mile for their clients. Subconsciously, I believe they always held themselves to the 166.7 percent standard; we simply helped them articulate it in an exciting, memorable way for consumers.” 

The spots, including the 60-second effort above and the 30-second ad below, will appear on TV and digitally in the 10 states where the bank has locations. The campaign will also include radio, social, experiential marketing activations and out-of-home ads.

Client: Fifth Third Bank
Dennis Giglio, Senior Vice President, Brand & Advertising
Katie Houston, Vice President, Brand & Advertising

Agency: Pereira & O’Dell
Chief Creative Officer: PJ Pereira
Executive Creative Director: Robert Lambrechts
Executive Creative Director: Jason Apaliski
Creative Director: Michael Gurman
Associate Creative Director: Katie Brinkworth
Copywriter: Jonathan Carl
Art Director: DJ Murphy
Copywriter: Tracy Silagi
Art Director: Rachel Ngun
Senior Social Creative: Oscar Nilsson
Associate Design Director: Moses Kelany
Creative: Aaron Dietz
Creative: Mandy Dietz
Creative: Matt Courtney

VP of Production: Jeff Ferro
Executive Interactive Producer (Banners): Erin Davis
Senior Producer: Victoria Whitlow
Senior Producer: Angela Zappella
Senior Print Producer: Owen Bly
Content Producer (Social): Josh Diaz

Editor/Animator: Joel Hopper
Associate Director of Project Management: Lindsey Anderson
Project Manager: Alysa Fukunaga
Director of Business Affairs: Russ Nadler
Business Affairs Coordinator: Christina Hadley

Chief Executive Officer: Andrew O’Dell
Managing Director: Henry Arlander
Director of Client Services: Ryan Toland
Group Account Director: Natalie Nymark
Account Supervisor: Alex Wilbanks
Account Supervisor, Social Lead: Heather Wargnier
Account Executive: Anna Raynor
Account Executive: Morgan Theis

Chief Strategy Officer: Matt Herrmann
Senior Brand Strategist: Beth Windheuser
Director of Communications Strategy: Ashley Wells
Communications Strategist: Breanne Brock
Social & Community Strategist: Sheena Wakely
Social Media Analyst: Luis Aguilar
Director of Communications: Molly Parsley

TV Partners:

Production Company: Caviar
Managing Partner/Executive Producer: Michael Sagol
Executive Producer: Kim Dellara
Line Producer: Richard Weager
Director: Los Perez

Editing Company: Rock Paper Scissors
Managing Director: LInda Carlson
Executive Producer: Rana Martin
Producer: Dani DuHadway
Editor (Anthem 60 & 30): Christjan Jordan
Assistant Editor (Anthem 60 & 30): Pieter Viljoen
Editor (Security 30/15 & ATM 30/15): Adam Pertosfsky
Assistant Editor (Security 30/15 & ATM 30/15): Marjorie Sacks
Finish/VFX: Ntropic
Executive Producer: Michael Bennett
Producer: Jen Szeto
VFX Supervisor: Aaron Vasquez, Elad Offer
Creative Director: Aaron Vasquez
Flame Artist: Aaron Vasquez
CG Artists: Mark Wurts, Dark Hoffman
2D Designer: KK Lin
2D Animators: KK Lin, Bryan Cobonpue
Assistants: Deandra Stone, Yvonne Pon, Gillen Burch

Telecine: Ntropic
Nick Sanders

Sound Design: Barking Owl (Los Angeles)
Mix House: Lime Studios (Santa Monica)
Mixer: Sam Casas
Executive Producer: Susie Boyahan

Music: Banjo Music (Barcelona, Spain)
Composer/Music Producer: Ivan Llopis
Project Manager: Maria Soler

Record/Mix Studio: One Union San Francisco
Mixer/Studio Engineer: Matt Zipkin
Music: Licensed Tracks from APM

Production Company/VFX/Finishing: Ntropic
Executive Producer: Michael Bennett
Executive Creative Director: Nathan Robinson
Creative Director: Ryan Duggan
Producer: Lorelle Strange
Editor: Jack Bibbo
Flame Artist: Mark Everson
VFX/CG Artist: Miguel Diaz-Rivera
Colorist: Nick Sanders
Color Producer: Kevin Miller
Color Assistant: Kristy Navarro
Assistants: Yvonne Pon, Gillen Burch
Audio Mix: Matt Wood and Matt Zipkin, One Union Recording San Francisco

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.