Mon 30 Apr 2007
Amateur Night at the Spanish 8 Theater (Spanish Fork, Utah) and Desert First Credit Union
Posted by admin under Uninvited RidiculeThe 28th of April was my brother Jason’s birthday so we decided to go see a matinee at the Spanish 8 theater. We sat through about 20 minutes (at least) of local advertising, including this interesting commercial for Deseret First Credit Union:
Is there any chance in hell you would want your money to sit anywhere on their premises? The whole Mormon element doesn’t really belong in the banking recipe. It makes Deseret First look like a bunch of backwards country bumpkins, not to mention I find this commercial offensive for several reasons. You really can’t poke fun at LDS inactivity without it feeling wrong.
This bank’s ridiculous marketing strategy reminds me of a post I wrote last month about Utah business men who exploit the church and Mormon culture in order to cash in on the general sheep herd mentality of Utah Valley. When their main angle is that they’re a bunch of Mormons and so therefore understand my values, does that mean they’re supposedly more honest than other credit unions? Does it mean that I won’t feel comfortable going in there if I’m not an active LDS person? Or does it basically mean that I’m dumb enough to fall for their obvious sub-cultural smoke screen? Do you think I could get a little interest back on my tithing while you’re at it?
Anyway, after we’d seen the same 5 minute loop of local commericials about 5 times, we noticed that the movie was about 10 minutes late. Jason finally stood up and asked someone why the movie hadn’t started with which they responded that they had forgotten.
May 1st, 2007 at 10:50 pm
I saw the same commercial. If there existed a website that cross-referenced multiple words in the dictionary and displayed a single result, inputing “campy,” “20-somethings,” “insulting,” “cheese,” “defication,” “Mormon,” “money,” and “agenda” into such a site would yield this 30-second gem. Let’s take a closer look at why this commercial missed 0.00003% of its target audience on that occasion:
1. 22 year-old tool in a shirt and tie brings in a debit card that doesn’t work, to which the teller replies, “let’s see if you’re active.” WTF? Can you say “contrived?” When did we step from a commercial into an afterschool special on how to avoid gangs? She might’ve well have said, “no problem, let’s just see if you’re economically viable.” Whatever.
2. This guy looks like he came straight from his 200-level political science class. But who wears a shirt and tie to class? Exactly. Contrived. Only adults wear grown-up clothes.
3. “We can get you activated in no time.” Yeah, more contrived. Who says that?! Unless this dude’s a cyborg with a pension for strangling writers of bad commercials, that line has no place in a real-life situation. Again, lame.
4. Mr. Tool assumes that he can’t spend money on his very first grown-up debit card because of his status in the church (because the teller says he’s not “active”). Yeah, I’d be confused too dude. But c’mon.
5. Come to think of it, both of them look like they came straight from church. Sadly I realize this is the creative director’s vision for the commercial. I cry.
6. The premise of the entire commercial - “we share your values, so give us your money.” Wow. A lot of other companies spend millions to convince you they really do understand you, then they spend millions more to convince you to invest money in their product/service. Deseret First just comes out and says it - hey, I believe them! Except… besides being closed on Sunday, how the @#$^ are they going to show me they really do share my values? Oh right - compound interest, free candy and unlimited checking are eternal principles.
And then there’s the implicit statement - “hey, you’re LDS, we’re LDS… you should do business with us.” And we wonder why the rest of the world views Mormons as these close-minded, militant, hive-mentality sheep that follow authority to the death. The next time you hear Mormons compared to Jews in that regard (an unfortunate stereotype I’d like to point out), blame people like the makers of this commercial.
This commercial has inspired me to start my own bank. I’m going to target atheists, hippies and amputees.
May 2nd, 2007 at 1:42 am
This commercial also inspired me, but its to be an alcoholic.
And they probably really are going for the ‘hive-mentality,’ since ‘deseret’ means ‘honey bee.’
Anyway, i too hope that i don’t belong to their target demographic.
May 3rd, 2007 at 12:38 am
Hello. My name is Joe Tippetts and I’m the Assistant VP of Marketing at Deseret First Credit Union. Here’s a little explanation that I hope is helpful in addressing your concerns about our advertising with a “campy,” “20-somethings,” “cheese,” “Mormon,” slant to it (note: I don’t agree with the other terms).
Here at Deseret First, we walk a sensitive line by mixing religion with commercial interests. We were started by employees of the LDS Church Office Building in 1955. Since then, our field of membership has expanded to include anyone who is an employee or member of the LDS Church in the United States.
You can’t really understand this relationship without understanding credit unions. Many people (especially gen x and y) aren’t aware of the important differences between credit unions and banks. Unlike banks, credit unions are not allowed to serve everyone. All credit unions are non-profit cooperatives formed on the basis of some sort of association that links people together. This is most commonly employees of a corporation or government entity, members of a religion, union, or club, and geographic boundaries, like counties.
Credit unions can only serve people who fit their membership requirements, as approved by our government regulator, the National Credit Union Association (NCUA… similar to FDIC for banks). In our case, we are allowed to serve members and employees of the LDS Church, because that is the group that decided to start us.
Our intent isn’t to imply that we’re the “holy” financial institution. I work closely with many great executives from other institutions. But because of who we are and the limits on who we serve, we do have tangible benefits that others cannot provide! It isn’t just manipulative fluff for us to say, “Sharing your values.”
Mormon leaders have always counseled members of the Church on financial matters, encouraging them to pay an honest tithe, avoid unneeded debt, use a budget, etc… Many of these are just good financial principles for anyone to follow. But some, like paying tithing, are a matter of faith and fly in the face of social trends and financial advice from other sources.
Imagine Wells Fargo or Chase providing their customers with an educational website that quotes Elder Marvin J. Ashton, encouraging them to pay an honest tithe as the first principle of financial security. Can you even fathom the negative backlash they would get? This is a perfect example of a service we can provide to our members that almost no other financial institution could do. This is an example of sharing our members’ values.
LDS Church leaders have long spoken about the dangers of credit. From the perspective of financial institutions, credit cards and equity loans are very lucrative. Because of this, most institutions encourage impulse and splurge spending with credit. By contrast, Deseret First is very careful not to promote financial practices that aren’t in people’s interest. Instead of telling someone to use a credit card to finance their dream vacation… at 28% interest, we tell them to bring their credit card balance to us, get a much lower rate, and get out of the debt cycle. This is another tangible example of sharing our members’ values.
In summary, our ads have a religious slant because religion is what defines us. It gives us a truly tangible benefit that can’t be found elsewhere. Believing our ads are “cheesy and campy” is a matter of fickle opinion… and I even agree in some cases. But to cross the line into saying we manipulate people by using religion to get them to do business with us is a very serious accusation. You have my ear (joet@dfcu.com) and direct access to the Chairman of our Board of Directors (chairman@dfcu.com) to share your concerns. If there is substance, we stand ready to address it immediately. If not, then I would hope you would do your best to reverse the negative opinions that you’ve shared publicly.
P.S. If you are a member or employee of the LDS Church (active or not), you qualify for membership! We hope you’ll consider letting us serve you. Call 456-7000 or visit www.dfcu.com.
P.S.S. If you want to see more campy and cheesy ads that just might make you smile, go to www.dfcu.com/tv.asp
May 3rd, 2007 at 1:29 am
Joe Tippetts - nice one. I’m with you - I just have one piece of advice:
Since your credit union chooses to base a profit-generating business on the principles of the LDS church (of which I am a member) how about a discount on tithing for people who use direct deposit on their paychecks?
I mean, I’m not asking for much - maybe a 2% reduction so I can enter the pearly gates with 8%? I’m open to negotiations - please call me ASAP to discuss this (my number is in the white pages).
May 3rd, 2007 at 8:02 am
Mr. Joe Tippetts - I would email you directly if I truly believed Deseret First (hereafter “DF” in the interest of brevity) was guilty of conduct that was so offensive to the community at large that it required a “strongly worded letter” to someone in consequence at DF. As you will see, this is really a non-issue. To be honest, I must say “kudos” for your vigilant and timely response. You are to be commended. But I have to ask - where were you when your ad agency screened this spot for DF’s approval? After reading your post, I will most certainly do my best to “reverse the negative opinions I’ve shared publically” (publically), but I refuse to be apologetic in the least for the misinformed assumptions and conclusions I drew that led me to the post in the first place. Let me share why.
The first 5 comments I made dealt with the commercial’s poor concept and delivery. I’m disappointed you didn’t go into more detail addressing specifics, but to be fair, no one pays you to explain why your agency felt it necessary to use a concept that appeals to 12 year-olds. Besides, those 5 comments were honestly satirical in nature and the only person that should be concerned with those points should be the writer. No harm, no foul.
I have another confession to make. I write ads for a living, TV, print, radio, the works. So maybe I’m a bit biased, a little more sensitive, (and let’s not forget, a jerk to boot for publicaly roasting a fellow creative). But seriously. Any writer worth his salt wouldn’t be caught dead with a concept like this in their portfolio. Any student aspiring to write ads wouldn’t either (despite the great production quality). Someone dropped the ball somewhere - either the agency thought this was a great concept and/or writing, or the client (1+ DF execs) did. Either way, concept and writing get a D-.
I understand DF’s history and position now, only after hearing it straight from you, the VP of Marketing. The problem is, the same people that saw this ad and drew similar conclusions won’t see the same kind of detailed explanation. They see a :30 spot where they expect DF to put on their best face, so to speak. The problem here is not DF’s position, its history, its requirements to stay open as a credit union or even that it claims to share anyone’s values. It’s the spot’s delivery. Here is the breakdown in the execution:
20-something’s in pseudo-church clothes + a contrived misunderstanding involving someone’s activity in the church + a pervading *wink wink nudge nudge* atmosphere + “We share your values.” = large possibility of being misunderstood.
Why? Because the spot doesn’t ring true. It clubs me over the head with a fake problem, an unbelievable misunderstanding and terrible dialogue. The commercial should’ve been honest and sincere, SHOWING me HOW Deseret First shares my values, helps me be financially responsible, grow my family, pay my tithing and get out of debt. Then when the tagline comes up, I instantly know what they’re talking about. It’s compelling, effective, and doesn’t treat me like an idiot. Instead, it’s like DF is saying, “Hey, look at the easy attempt at LDS humor. See? We get you. We share your values.” It’s now easy to suspect DF of going for the easy sell. Strategy gets an F.
You are absolutely correct in saying DF walks a sensitive line. I’m sure you shared this with whoever created this ad. They ought to have been told they must take painstaking precautions not to appear disingenuous or fake when they attempted to show your audience HOW DF shares their values. If the agency I hired came back to me with this after I explained all that in detail, I would probably let them go, on the spot.
Wells Fargo and Chase both have online references for understanding credit, loans, debt and interest. Many other banks (including my credit union) hold seminars and classes for consumer financial education, offer special savings accounts for important life events (like encouraging a savings for college and “other large expenditures” including missions, although they usually can’t come out and say it like DF can). Next time, maybe instead of you telling us how DF helps its customers in ways they can specifically appreciate through someone’s blog, DF’s next 30-second commercial should do the talking.
(If I had a plug for my own website(s), I would shamelessly promote them here.)
May 5th, 2007 at 12:53 pm
Just a quick note. It’s obvious that the guy was inactive, I mean he was wearing a green shirt and not a white one. We should all know that’s the sign of activity.
Honestly things like this are what make me glad I moved out of Utah.
June 6th, 2007 at 6:20 am
I think your views are paranoid! Who cares? It’s unbelievable you are so threatened and hurt at this cheezy comercial that you post it here? Can you say Psycho? If you don’t like it, DON’T BANK THERE! Go PEE! Go get Popcorn. Oh no, the Mormons are out to rule the earth! Give me a break.
June 6th, 2007 at 11:04 pm
well, this is my blog, so yeah, I get to say whatever the hell i want.
and let me guess: you’re from utah and will die here.
Also noticed you’re on a Nebo school district computer. Was this educational enough for you?
BTW, your reading comprehension scores are down a little, your comment was quite non sequitur to the post. I don’t think Mormons are out to rule the Earth, but when you combine small town banking with inside mormon jokes, you have what ‘educated’ people call ‘disassociation’ and ‘alienation’.
I wasn’t going to point this out specifically, but you appear to need it: yes I was insinuating that you do not belong to said class of individuals.
August 22nd, 2007 at 10:18 pm
Spanish 8 Viewer Says:
June 6th, 2007 at 6:20 am
I think your views are paranoid! Who cares? It’s unbelievable you are so threatened and hurt at this cheezy comercial that you post it here?
–
How are any of the views expressed in this discussion paranoid? Or “psycho?” Are you familiar with the meanings of those words as they are defined by a modern dictionary? Who said anyone was threatened or hurt? I took the time to critically analyze an advertisement that was single-mindedly designed to pursuade people like you to perform an action. This is “psycho?” I think it’s “psycho” NOT to at least give SOME critical thought to what you digest on a daily basis - esp. advertising. I made fun of a commercial I didn’t like. I’m sorry if this offended you.
The “then don’t bank there” retort was a good start, but you are clearly bothered (as evidenced by use of ALL CAPS) and, following your own logic (and advice), should’ve just NOT POSTED. Next time you ought to actually read the discussion and share something pertinent and interesting.
I’m going to “go pee” now. Whatever that means.
August 23rd, 2007 at 4:11 pm
dude… moded.
December 17th, 2007 at 12:32 am
Energy, glitz of Gwen a
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January 7th, 2008 at 12:35 am
Canadians fall short in World
Canadians fall short in World Cup openerCanada.com, Canada -4 hours agoMcLeod, goalkeeper for the Vancouver Whitecaps, leapt to tip a stinging shot
January 28th, 2008 at 3:36 pm
Stop boobing…..next time take Jason to a bar. No commercials there.
February 12th, 2008 at 12:15 am
Nobel Prize Winner Joshua Lederberg
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March 8th, 2008 at 3:48 am
free car quote
Excellent post. Keep it up!
April 13th, 2008 at 6:27 pm
LOL
You guys crack me up.
You are all about the shock value. No compromise, you’re right and you’re standing firm.
My only question is… why is Deseret First’s Savings Account Dividends so low, 0.65%?
America First Credit Unions is 1.25% and it’s Checking account gives 0.25%.
I’m getting married soon and will, with her permission, be moving her account from Deseret First to America First.
April 13th, 2008 at 6:30 pm
not to mention Deseret First has a lot of misc fees… Low Balance-Single Service / Household $5 / mo (If aggregate savings/loans balances are