The Philippine banking industry is dominated by huge, universal banks that have been around for decades. These banks usually cater to a few wealthy clients, making the majority middle to low-income segments feel ignored.

PSBank, a local thrift bank, wanted to change that. Instead of the usual run-of-the-mill, stiff bank advertising, PSBank did the exact opposite. Boldly using humor in its communications, the bank poked fun at people’s wrong notions about banking and used local insights to genuinely connect with its consumers.

In this campaign, PSBank tackled one of the Filipinos’ biggest fears -- getting a home loan. The bank made the application and approval hassle-free, complemented with a campaign that depicted a husband who was unfazed by even the scariest of local mythical creatures but screamed of fright when his wife suggested getting a new house. This made Filipinios laugh at themselves and realize that their fears were unfounded.

To the communicate brand’s easy application and hassle-free home loan approvals, this campaign depicted a husband who was unfazed by even the scariest of local mythical creatures like the white lady of balete, the tobacco smoking tree giant, the kapre and the half-severed body, baby-eating, flying mananggal. But then the husband was shown to be absolutely terrified when his wife suggested getting a new house. This made Filipinos laugh at themselves and realize that their home loan fears were unfounded.