It’s quite a trick. Take a series of negative ads aimed at your corporate competitors, and give them a little spin that turns them into charming moments.
Am I the only one really impressed by the series of television ads being run by Central Pacific Bank? These use simple cartoon representations of a couple of guys sitting around talking, using simple language and a pidgin accent to express frustration with one of the “big” banks. Moving over to CPB is offered as the solution.
The ads use examples of small but common insults, the kind that are not rare in the world of banks. And then they get right to the point, as one character recounts reacting to the insult by telling the guy at the bank that he now wants to close his account.
The characters chuckle over little things, giving a warm overlay to the underlying negative barbs about the competition. I find the series charming.
In this particular example, the narrator opens an account and then says he wants a roll of quarters. The banker says no can do–“You have to have a business account.” So the narrator says, “Okay, I want to close my account…I’m serious!” In another, the narrator says he wants to take out all his money, “all five dollars.” And then he went over to CPB.
I’ve been there and I know that feeling, despite our long history with a particular big bank. I expect that walking through the thought process of actually closing a bank account and moving to another, more friendly bank, might actually encourage people to consider it. Just what CPB wants.
In my view, these ads really hit the mark. It makes me curious to find out what agency came up with the idea and produced them. I went looking online, and couldn’t find the answer, which surprised me. Maybe others will have more success.
You can view more of the series on YouTube. Just search for “Central Pacific Bank.”
On a side note, CPB recently named former mayoral candidate Keith Amemiya executive director of the CPB Foundation.
Discover more from i L i n d
Subscribe to get the latest posts sent to your email.
I wonder if Territorial will appoint Blangiardi to their board, a la Krooked Kirky?
Amemiya running a foundation seems about right with all the experience he was touting about himself running the youth sports thing.
Hmm. Okay, I watched the video, but I don’t understand why the aggrieved customer of Big Bank throws the crab into the washing machine with the rest of his laundry. Most of the commercial shows the crab in deep distress, bouncing around in the washing machine. What did the creators of the commercial want to convey with that?
The simple jingle is catchy and the CPB ads sure do a better job at pandering to the low end of the local market than those horrible annoying ads for Hank’s Tax Service that are trotted out at this time every year, in which some dude with a hillbilly accent who can’t pronounce Hawaii plays the local card for all it’s worth.
“Keep yer money in Huh-why…”
Interesting ads, but convincing? Central Pacific, American Savings, Territorial Savings – good friendly banks, but I lean heavily on what they can do on-line long before I value getting a roll of coins. Try getting that information – test driving what they offer online – before making big changes. Also what they charge for online services. My credit union mails out all my bills for free and their webpage is extraordinarily easy to use.
CPB website is about 20 years behind the times, at best.
Personally find credit unions a much better choice. CPB is politically involved as are other big banks. Like to think there’s more trustworthy institutions.
A few months ago I received my less than $2.00 check from a Class Action lawsuit that won/awarded to former FHB customers that wrongly had excessive overdraft fees charged to them (Robinson v First Hawaiian Bank Settlement). I no longer bank with FHB but continue to enjoy their ads and overall marketing.
And I’m sure most readers are aware that local Hawaii banks are a solid and reliable stock investment. According to some stock investing websites, BOH is known as a “Dividend Aristocrat”–and CPB offers a solid dividend rate and yield also.
Regarding banks in general, I have just two points to add to this discussion: (1) the very worse job I had was working once upon a time for Bank of America when it briefly opened in Hawaii (90’s)–after 6 months I knew working in a bank was not for me or a career choice; (2) banks and bankers are like prostitutes: they will do whatever you want as long as you pay them.
Not surprised at all that asking for a roll of quarters, or extra penny wrappers, or a new checkbook holder comes with extra fees.
We left CPB several years ago due to extraordinarily poor customer service, similar to the kind they complain about in their new commercials. We have business and personal accounts, and there was no talking to anyone with any sense or power unless you made an in-person trip to speak to your branch manager, and you were lucky if they were available when you got there. That was after leaving FHB after many years of having our accounts there because they wouldn’t do anything helpful either.
Now we have been at Bank of Hawaii for a good while, and their service has never been that great, and continues to go downhill, especially in the pandemic. After watching the CPB commercials I have actually considered going back just to make a statement about BoH. Haven’t taken the plunge yet because it’s a huge hassle to move multiple accounts, and we don’t really expect CPB to live up to the ads. It will probably happen one day when Bank of Hawaii finally inserts the last straw.
And no, none of them ever care when you go.
IMHO, my credit union does as much as it can for the members where commercial firmsmay rip you as much as they can. Remember, stockholders have expectations.
I, too, was surprised and impressed with the quality of the ads. Clever and creative, above the usual level of local ads. Don’t know about the bank itself.
I think it’s a mistake to try and rebrand as “CPB.” There are too many forgettable initials and acronyms these days.
People like to hear and speak in real words.
What’s wrong with just saying “Central Pacific” — no need for the “Bank” as we all know the brand.
CPB = Customs and Protected Borders. 😉
You ever find out the agency for that campaign?
I’m impressed with the cute, creative, fun aspects of all the CPB ads on TV. Love it!
I agree that this is a successful ad campaign. Love the local voices. My favorite is the one with the cat saying “Going be cherry.” Makes me chuckle every time.
Surprisingly, looks like it was done by mainland talent: https://www.spencernyecook.com/central-pacific-bank