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Fintech startup Credible, looking to compete with legacy players like LendingTree, is launching its first national ad campaign and introducing its first mascot, a hulking bovine who walks on two legs and gives no-nonsense advice on money matters.
The work, which will run across TV and digital, comes from agency Engine via a brief that asked the marketing agency to “breathe meaning into the name Credible,” according to Anson Burtch, director of brand strategy.
Engine’s concept for an anthropomorphic bull—the Credibull—checked the boxes, Burtch told Adweek, because loan aggregator Credible wanted “strong brand attribution and recall.”
In a series of 30-second spots, the Credibull shows up in a variety of places where his words of wisdom come in handy, even if his advice is initially unsolicited.
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