New NEFCU Commercial Seeks To Distance Credit Union From Its Big Bank Rivals

Apr 30, 2013, 10:46 ET from DeVito/Verdi

NEW YORK, April 30, 2013 /PRNewswire/ -- NEFCU, a leading credit union serving Nassau and Suffolk counties, is introducing new advertising that looks to define the financial institution by what it isn't – a bank – with a new commercial that touches on the charmed life of their big bank rivals despite their unpopular practices.

The commercial shows a group of banking elders sitting around a large boardroom table, sipping from cut-glass crystal while exchanging knowing winks and smirks.  An Italian aria provides a haunting soundtrack as these bankers presumably are discussing various ways to maximize profits.

"You gotta' hand it to them.  Banks offer high interest loans and have no shortage of takers.  They get away with charging fees for most everything," the spot begins.  The commercial continues by pointing out how banks operate with impunity: "When they mess up royally, they're bailed out by the government."  The spot concludes with the admonition: "Yeah, you gotta' hand it to them...but you don't have to hand them your money."

The commercial, created by the New York advertising agency DeVito/Verdi, begins airing this week throughout the New York metro market.  DeVito/Verdi was awarded the NEFCU advertising assignment this past February. 

NEFCU, currently the third largest credit union on Long Island, uses the new commercial to introduce its new brand positioning: "Better banking because we're not a bank." The commercial marks the beginning of NEFCU's new advertising campaign to attract new members, position itself as a smart and refreshing alternative to traditional banks, and gain share from its competitors.

To view the commercial, please click on the link:

NEFCU is one of Long Island's leading not-for-profit full-service financial institutions that proudly offers its affordable banking services to all Long Islanders. With nearly $2 billion in assets and more than 150,000 members, NEFCU is headquartered in Westbury, NY and has branches and a shared branch network throughout Nassau and Suffolk Counties. To join NEFCU, eligible members must live, work, worship, attend school, or regularly conduct business in Nassau and/or Suffolk Counties (excluding the townships of East Hampton, Southampton and Shelter Island). Existing NEFCU members may also sponsor immediate family members or household members. For more information about NEFCU, visit, call 516-561-0030 or find them on Facebook at

About DeVito/Verdi
DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry.  Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies.

DeVito/Verdi is an idea-driven agency that employs traditional and non-traditional approaches to achieve creative excellence.  The agency has developed a strong digital expertise to broaden and complement its longstanding creative reputation.

The agency has been voted "Best Agency" six times over the last 12 years by the AAAA, and has created some of the most memorable ad campaigns of the past 20 years. DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as Kohl's, Legal Sea Foods, North Shore/Long Island Jewish Health System, The National Association of Broadcasters, Daffy's, Sony, Canon, Duane Reade Drug Stores, BMW, Varian Medical Systems, Esquire Magazine, Men's Wearhouse, TimeOut Magazine, Grey Goose Vodka, EPC Cigar Co., eCampus, SteinMart, Reebok,, Office Depot, Appleton Rums, Pepsi/SOBE, Corazon Tequila, Empire Kosher Chicken, Acura, Massachusetts General Hospital, Abington Memorial Hospital, CarMax, Sports Authority, For Eyes Optical and others.  For more information on DeVito/Verdi, visit


SOURCE DeVito/Verdi