VANCOUVER, British Columbia – There is a new spin on television advertising campaign sponsored by the credit union trade association CU Central of British Columbia, which hopes to tap the hearts and trust of potential members with a new slogan for credit unions here – “People before profits.” Designed by local marketing firm Wasserman & Partners Advertising, Inc., the first 30-second spot launched last week opens with four blissful newlyweds – an ecstatic `50s couple, a pair of `60s hippies celebrating in front of their beat-up Volkswagen van and two sets of more modern lovebirds. The screen splits and next to the genuine, heartwarming weddings is an old tycoon marrying a bored, “trophy” bride who is blowing bubblegum during the ceremony, while the warning “When it’s just about the money, you can always tell” is issued. Consumers are then advised to dial a toll free number or visit a website to find their local credit union. “Even though credit unions match the banks when it comes to financial products and services, they still maintain that grass-roots sense of community and respect for individuals and families,” CUCBC President/CEO Wayne Nygren. “When you join a credit union, the bloom doesn’t rub off after the honeymoon.” The campaign will feature a second TV spot to air beginning in March as well as newspaper, Internet and in-branch posters and displays. Combined, B.C.’s 63 credit unions hold $26 billion in assets and serve nearly 1.5 million members representing one-third of all British Columbians.

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