In a cross promotion with Bank Transfer Day, a New Jersey credit union, the $256 millionMcGraw-Hill FCU, debuted this week what it dubbed the“UnFEElievable” marketing campaign coming up with a new twist onindustry ads. .

In so doing, the East Windsor CU also is getting specific byidentifying large banks and their fees, contrasting them withMcGraw-Hill's no fee policy.

“Let me emphasize that we know there are good banks out therebut it's also important to make consumers aware they have a choiceand can come to us where they won't find the fine print and hiddenfees,” declared Shawn Gilfedder, president/CEO of McGraw-Hilland chairman of the New Jersey Credit Union League.

In its online and media ads, McGraw-Hill names Bank of America,Chase, Wells Fargo and Citibank as institutions that imposenumerous fees on checking/debit, direct deposit and savingsproducts.

“We can't believe the news that some of ourcompetitors are ramping up their services just to make theirnumbers look better,” charged McGraw-Hill.

The ad concludes, “That's no way to treat customers.”

Gilfedder said part of McGraw-Hill's mission is “to simply show the facts” notingthere is an array of “ditchyour bank” ads now being produced by New JerseyCUs.

“You can't paper the entire industry as evil.” mentioning at theonline giant, USAA Bank, which he said has been effective ingetting out its message, Gilfedder said.

Gilfedder said the McGraw-Hill ads will start running Monday, aweek ahead of Nov. 5 Bank Transfer Day.