The $290 million Charlotte Metro Credit Union in North Carolina will continue its tradition of kicking off its annual marketing campaign with television commercials during the first half of Super Bowl XLVII on Feb. 3.

Unlike previous CMCU ad campaigns – which featured humorous themes – this year's ad campaign is designed to showcase the North Carolina credit union as a place that helps customers achieve their financial goals. The four TV ads in the series are united by one theme – “happy place.”

“There are two meanings behind 'happy place,'” said Bob Bruns, CMCU CEO/president. “First, members tell us their local CMCU branch is a happy place; they enjoy the service they receive. Second, we help people reach their happy place – retirement, a new car, a vacation, a second home – whatever it is. Charlotte Metro helps people prosper.”

The ads will feature scenes of Charlotte's uptown skyline as well as aerial views of uptown and the U.S. National Whitewater Center.

“With the 'happy place' theme in mind, we conceptualized a four-spot campaign that also celebrated some of the happy places of the greater Charlotte area,” explained John Reid, executive director of Simple Syrup, the Durham, N.C.-based media firm that produced the commercials. “Through beautiful imagery shot via helicopter and crane – and in amazing locations with whitewater rafting, rock climbing, cityscapes and botanical gardens – the spots are epic in appearance. Yet all were done within a 30-mile radius of the credit union's headquarters.”

Charlotte Metro's Super Bowl ads mark the official unveiling of a campaign that will run in the Charlotte market throughout 2013 and include a combination of TV, radio, billboard, print and online marketing ads.

In CMCU's 2012 Super Bowl ad (“Don't get suckered”), distinguished men in three-piece suits – representing traditional bankers – suck money out of unsuspecting people's wallets. In CMCU's 2011 Super Bowl ad, an extraterrestrial opens an account. The ads made the point that anyone can open an account at CMCU. View previous CMCU ads here.

Instant Insights /

Charlotte Metro CU Kicks Off Marketing Campaign With Super Bowl Ads

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