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

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. [kickout id="1"] "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. [kickout id="2"] CREDITS 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 RADIO PARTNERS: 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