From hiding cash in mattresses to stuffing coins into glass jars, this study reveals the funny and outdated ways people saved money in the 80s and 90s.
There’s no doubt that technology has made it increasingly easier to manage one’s money (remember coin jars and vacuum tubes?).
Greenlight, a fintech company that produces debit cards, banking apps and finance lessons for kids, today launched a new TV campaign that celebrates brighter financial futures while taking a joyful journey through the past of finance.
Aptly titled ‘Introduce Your Family to the Financial Future’, Greenlight’s campaign aims to equip future generations with vital financial literacy skills, while also showing how far the banking world has come. Tapping into ’80s and ’90s nostalgia, the creation is designed to resonate particularly well with millennial parents who are likely remembering the old days.
“Last year, Greenlight significantly expanded its family banking and education product line. We have more to offer families than ever before and more stories to tell,” Greenlight brand vice president Devin Zimmerman told The Drum. “Our new TV campaign connects with families using nostalgic humor (that both parents and kids can relate to), while demonstrating the tremendous value Greenlight can bring to their everyday lives.”
The heroic point opens with a family sitting together at home. A daughter and son are scrolling through the Greenlight app when their grandfather decides to tell his story about saving money: “Back in our day, we hid our money in a mattress.” The family is then transported back in time to the grandfather’s bedroom and stash of cash, which is promptly ambushed by various birds of prey.
The campaign also includes four 15-second ads depicting other humorous depictions of past money management. For example, ‘Vacuum Tube’ shows how a mother uses a vacuum to deposit checks, compared to Greenlight’s direct deposit feature.
A similar joke is played in ‘The Coin Jar’, which shows how children keep their pocket money in unsecured glass jars.
The creative was conceived and developed in partnership with creative agency Haymaker. “I think it would be hard to find anyone who didn’t want to have Greenlight when they were younger,” said Natasha Hugeback, Haymaker’s creative director. “Financial literacy is a very powerful tool and unfortunately learning about money is something most people have to learn the hard way. It’s so inspiring to work on a brand dedicated to ensuring every family has access to a brighter financial future for their children. “We are excited to share what the brand has in store for the future.”
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This marks Greenlight’s first TV campaign since its launch. Super Bowl commercial debuting in 2022, starring Modern Family actor Ty Burrell. The campaign, which consists of a 30-second hero ad, four 15-second short films and a six-second clip, will be broadcast across TV, digital and social media platforms.
Creative agency: Haymaker
American production company: Epoch
Canadian production company: Skin and Bones
Editorial and VFX: Makcut
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