There’s an Easier Way TV & Radio Spots

Copywriter: Hendley Badcock
Creative Director: Doree Speidel
Creative Strategist: Ariel Nishli
Producer: Adam Oliver
Director: Jess Culter, O Positive

Background

Demand for the banking app Dave and its core product ExtraCash™ advances goes up in the summer. So when the company asked the Brand team to create a summer campaign (the largest for the brand in 2023) to drive more Dave app installs and introduce our refreshed brand, here’s the winning idea I came up with.

Solution: I pitched and developed a concept playing on one universal truth: People will go to great lengths to get the money they need. And in some cases, they put themselves in situations where the risk isn’t worth the reward. This dramatic, satirical, and borderline cringey campaign shows that there’s an easier way you could get up to $500 in 5 minutes or less when you download Dave. 

I wrote and pitched all of the TV and radio scripts, assisted in storyboarding, supported talent casting, worked on set, oversaw editing and color correction, and more. Additionally, I wrote concepts and scripts for paid social.

Assets at a glance:

• 3 national TV spots (with 30s and 15s cuts)

• 3 national radio spots (with 60s and 30s cuts)

• Paid social spots

Results so far (data from 7/1/2023 to 9/20/2023):

• Aired on 105+ linear TV channels

• Aired on 7 streaming networks, including Hulu, Pluto, and Tubi

• 75K commercials aired

• 1.02B impressions (3x the U.S. population)

• 368K app installs

  • That’s +40K installs compared to 2022’s campaign, even with -$1.6M TV spend