A Litter of Puppies Is a Metaphor for Getting Paid Early in Ad for US Challenger Bank Chime

Together with ad agency barrettSF, US challenger bank Chime has launched latest national ad campaign. Based on the success of its inaugural campaign, 'Early Payday' is Chime’s second major advertising effort.

The four new commercials bring Chime’s 'Get Paid Early' feature to life. This feature enables Chime members on direct deposit to get paid early by making the money available as soon their employer deposits it – often up to two days before it’s made available by most traditional banks. In one spot, an office worker’s warm and fuzzy feelings about getting paid early are externalised through a huge litter of adorable puppies.

In the other commercials, two sales associates return from the earlier campaign. The spots showcase the odd dynamic between this unlikely pair who share one thing in common – a deep love of banking with Chime.

“It might sound like a stretch to show people loving their bank,” says barrettSF associate creative director Jen Hart. “But our campaign was inspired by real Chime users who are legitimately gushing about Chime. It’s like we just made a documentary. A really weird documentary.”

Shot by Doug Cox and edited by Stu Barnes of the Cabinet, who teamed up with the agency again after working on the 2018 Chime commercials, the campaign goes live on April 29. The spots will launch nationally on broadcast TV and across social media platforms.

“Chime has built a brand that’s grown to well over 3 million accounts largely through word-of-mouth,” said Chime CEO, Chris Britt. “We’ve proven that banking can be free, helpful and easy to use and we hope the latest campaign will inspire more people to make the switch from traditional fee-driven banks.