The big idea behind crafting a brand persona for Bethpage was simple: make banking education not just informative, but downright fun. We set out to help the nation’s 15th largest credit union share its products and services while boosting brand recall. What started as a humble little web series quickly grew into a set of dynamic commercials led by a lovable, charming spokesperson. This evolution gave Bethpage the perfect platform to showcase its diverse offerings through humorous narratives and quirky characters, bringing its “banking can be fun” philosophy to life on screen—and sparking plenty of buzz in Long Island and beyond!
Our goals were clear (and bold): first, we needed to raise brand awareness and help members feel like they’re part of a community—because at Bethpage, you’re more than just a customer. Second, build an all-encompassing brand ecosystem, one that educates potential members while solidifying Bethpage’s place as the go-to credit union, not just in the tri-state area but nationwide.
By leaning into Bethpage’s unwavering dedication to its members, we created a brand persona that makes every interaction feel warm, relatable, and, most importantly, fun. Banking doesn’t have to be boring, and this campaign proves it—with a whole lot of heart.
Bringing this project to life was all about blending fun with function. It started with scripts that married humor and financial education in a way that made learning about banking feel less like a lecture and more like recess. To channel the brand’s warm, approachable vibe, we cast a squad of friendly faces, led by a recurring spokesperson who infused the spots with memorable charm. Each commercial was packed with personality, delivering real financial value with a wink.
To tie it all together and create lasting uniformity, we produced a catchy jingle that encapsulates the brand’s personality. As Bethpage’s product offerings expand, our fanciful “Bethpage world” grows right along with it, keeping banking fresh every step of the way.
Our biggest challenge? Resources. With big dreams, we had to get scrappy. Enter: strategic scripting, top-notch casting, custom music, greenscreens, and a little VFX magic. The result? Four broadcast-level commercials that set the stage for a whole Bethpage brand ecosystem—smart and endlessly expandable.
What sets this work apart is its quirky, imaginative approach to financial advertising. We ditched the usual boring bank vibes and leaned into something more unexpected. Banking isn’t exactly known for being exciting, but this campaign? It’s the kind of thing that makes people smile while they learn—and that’s what makes it special.
FI5TH was able to exceed expectations and meet our team’s objectives by staying nimble and optimizing every step of the way, using real member feedback and data to fine-tune our strategy. From broadcast to digital, OTT, in-branch, and more, commercials created by FI5TH have helped Bethpage engage millions of potential and current members in the tri-state area and beyond. Ultimately increasing brand awareness and nationwide interest, the campaign led to an increase in member acquisition and retention.
From the inception, our relationship with Bethpage Federal Credit Union has provided the catalyst for many successful first-time endeavors by the brand—from the first time utilizing non-employees in advertising materials to the development of a custom recurring jingle, icon treatment, and loving spokesperson—FI5TH’s ongoing partnership with Bethpage provides continued insight into what’s working for the brand, utilizing employee, member, and shareholder feedback to inform a scrappy and seamless blend of creativity and strategy.
But don’t just take our word for it...
“I take great pride in this video series that Bethpage and FI5TH produced together. It has played a big role in pushing our brand forward.” - Matt Candela, Bethpage Federal Credit Union
