PenFed Credit Union will air a 30-second commercial in the Washington, DC area during the Super Bowl.
The announcement is part of a series of spots that highlight PenFed’s open membership. The credit union, based in Tysons, Va., in the Washington, D.C. metro area, is now the third-largest in the nation with $32.5 billion in assets and 2.6 million members as of Dec. 31.
In the ad, a man and a woman, both civilians, climb a rock face. The man mentions that he is a member of PenFed.
The woman says, “I wish I could join, but I’m not in the military.
A woman in an army uniform rappels down her face and stops beside her.
“You don’t have to be in the military to join PenFed,” the soldier says.
A Friday press release from PenFed said the release of the announcement on Sunday would mark the launch of an integrated marketing campaign focused on opening up its membership to military and civilians. The campaign includes high-reach digital and television media.
PenFed became one of only three open-to-all credit unions in the United States through its January 2019 acquisition of financially-struggling Progressive Credit Union of New York.
“For 87 years, we’ve served the military with some of the best rates in the country, and now everyone has the opportunity to save money with PenFed,” said Gaurav Bhatia, Marketing Director of PenFed. “Through this campaign, we continue to make these takeaways crystal clear – our pricing is for everyone – military and non-military.”
The ads will run widely in the Washington DC area during prime time sports coverage, including professional basketball, hockey, baseball, college basketball and local news. Media will also be released nationally through digital video and streaming channels.
The campaign is a continuation of its “PenFed Saves You Money” campaign launched in 2020 which PenFed says has helped attract more than 500,000 additional members over the past two years.
NBC will broadcast the game between the Los Angeles Rams and the Cincinnati Bengals in Inglewood, Calif., starting at 6:30 p.m. ET.
PenFed will not be alone. Unify Financial Credit Union of Allen, Texas ($3.6 billion in assets, 268,088 members) is also running an ad during the game.