Below is the original TV spot we shot, which rolled directly out of the campaign concept.
We also created a series of outdoor boards to support the 1.99% APR message around EECU's markets and further the brand image.
NOTE: All creative work displayed in this webpage is the sole copyrighted property of Educational Employees Credit Union (EECU) and is used with permission granted by EECU to Michael Pitzer under a "Portfolio Usage" agreement.
In August 2012, Educational Employees Credit Union decided to reintroduce their historic low auto loan rate of 1.99% APR. We were asked to come up with a campaign that did not reuse the previous imagery I had created for the first 1.99% APR campaign, but EECU still wanted this to be a big, memorable campaign.
Once again, I pulled an all-nighter to make the presentation. I wrote and developed 16 ads, of which EECU bought 14 of them along with a series of TV spots based on the same simple branding approach. As for the print, my goal was to own the newspapers and web by running a multitude of smaller space ads in their EECU corporate blue with a photoshop "paint daub" filter and ghosted-back EECU logo added to the background for visual interest instead of one or two large space ads.
Creative Director: Michael Pitzer
Concept & Copywriter: Michael Pitzer
Ribbon Art: Larry Baugh
Editor: Adam Smith
Production House: Maximus Media