Navigant Credit Union Holds an Intervention Because "You Deserve Better"

Mar. 27, 2025

The newest campaign for long-term client Navigant Credit Union from Nail Communications uses humor to challenge people who stick with their banks despite being unhappy with them with Navigant suggesting that ‘You Deserve Better’, according to Nail Creative Partner, Brian Gross.

Those “twists” were an intervention where a man is surprised by a group of friends trying to get him to leave his bank and a meeting of “Procrastinators Anonymous” where a woman decides to finally step away from her bank… next week.

Gross explained:

“On average, a person’s relationship with their bank lasts 17 years. But the average marriage, eight. This kind of loyalty might sound admirable—until you think about how miserable those 17 years are. Banks bury customers in fine print. They withhold funds without warning. They hit you with hidden fees. They know you’re not going anywhere, no matter how badly they treat you. But we know it’s hard to quit your bank. So we wanted to find some humorously absurd twists that might help give disgruntled bank customers that ‘nudge’ they need to leave.”

 

First VP at Navigant, Molly Pastore concluded:

“Using good-natured humor, we exposed these unhealthy relationships, acknowledged the difficulty of change, and positioned Navigant as the smarter, healthier alternative.”

 

The "You Deserve Better" campaign includes TV, OOH, print, and digital/social that will appear throughout the Rhode Island marketplace.