HAPPAUGUE, N.Y.–Ocean Financial FCU has unveiled a series of video ads titled “Silent Heroes” as part of an extended rebranding campaign it launched one year ago.
The spots, created by the marketing agency Austin & Williams, celebrate the values of the Ocean Financial community, by presenting fictitious characters in familiar situations who step forward to make a difference in the lives of the people around them.
In the first spot, titled "Hoops With a Heart," the coach of a basketball team of elementary school aged children notices one of his players is wearing sneakers that are old and ragged. He takes it upon himself to visit the sporting goods store, where he purchases a new pair of sneakers with an Ocean Financial-branded credit card, and surprises the boy by placing the sneakers in his gym locker before a game.
The spot ends with the smiling boy joining his teammates on the court wearing the new sneakers.
In the second spot, titled "Cooking for Good," a volunteer at a community soup kitchen sees the critically important commercial stove give out, stopping meal service to the people who depend on the generosity of the center for food. The volunteer visits her local Ocean Financial branch to secure a loan to purchase an upgraded replacement stove to serve the needy people who depend on the facility for a daily meal.
Both spots end with the tagline, "Isn't It Time We All Spread the Love?" which is a “based on a research-defined brand truth for Ocean Financial that centers on the nonprofit financial institution's Catholic values, which drive a deep respect for the people and community it serves,” according to the credit union.
"These are fictional stories, but we've known members who have done similarly generous things," said Joseph Garay, CEO of Ocean Financial, in a statement. "It's a terrific expression of who the Ocean Financial family is and the way we support each other when someone needs it."
The ads are being aired on Cablevision and viamedia on Long Island during primetime network programming including A&E, AMC, HGTV, and CNN. The ads were also published as online pre-roll served to targeted geographic and demographic audiences. The ads are viewable here.
The $314-million Ocean Financial, founded in 1969 by a small group of members at the Father Joseph O'Connell Knights of Columbus, has 14,000 members.