In its first Super Bowl spot, loans company SoFi is pretty frank about what kind of customers it gives great rates to -- and it's not everyone. The spot pans from a street scene to a cafe, with voiceover giving its verdict on whether the various people passing -- joggers, customers, even a baby -- are "great" or "not great."
The campaign, by Muhtayzik Hoffer, was directed by Marc Forster ("Finding Neverland," "Monster's Ball," "Quantum of Solace"). It aims to highlight that rather than trying to be all things to all people, SoFi lends based on individuals' potential, and ends with the line "great loans for great people." In addition, each spot ends with an actual SoFi member, and their real loan amount. Out of home work includes lines like "Below average rates for above average people" and "We hope you're approved too."
The Super Bowl spot debuts alongside a launch campaign for SoFi, based on the concept of a "Bankless World." The TV spot was shot in an bank building in Detroit by Douglas Avery of Furlined, and points to the failings of traditional banks as opposed to the alternative of SoFi (which launched five years ago). As the camera takes us around the ghostly abandoned building, we're told by a child narrator that banks were the giant man created, but "the creation outgrew them" and that "It was too big to fail, and too big to succeed."
Read more about the brand's Super Bowl debut over at AdAge.com