CLINTON, N.J. – Hollywood mad hatter Gary Busey, blessed with a wild-eyed look and unique perspectives, doesn’t seem to have much in common with Unity Bank President & CEO James A. Hughes. One can be found spouting zany Buseyisms while the other can be found helping a small business with its financial plan.
But that didn’t stop the community bank’s marketing team from enlisting the Oscar-nominated actor for its latest television ad campaign. Busey paid a recent visit to Unity’s corporate headquarters to impersonate the affable CEO, eagerly approving loans for spaceships and answering the telephone with a stapler. When last seen, Busey was mumbling gibberish, scowling at Hughes and making a mad dash for the exits of bucolic Hunterdon County. The commercials are on Comcast and can be seen on the bank’s YouTube page:
“We try to step out of the banking box with our television ads and show that bankers have a sense of humor, we are real people,” said Rosemary Fellner, Unity’s Chief Marketing Officer. “The approach is in character with our brand as a community bank because we want to be recognized as the bank where customers have access to the decision makers. On most days, Jim Hughes will answer his own phone if he’s not in a meeting, which is rare executive access in today’s market.”
Unity introduced its tongue in cheek look at the banking business last year with a television commercial featuring comedian Joe Piscopo, a New Jersey native who moved to Hunterdon County some 20 years ago. The Piscopo spot received a Telly Award in 2015. In both the Busey and Piscopo ads, Hughes is introduced as the impersonator gets caught in the executive’s chair.
“We believe in community involvement at every level of the bank and support the organizations in our service area that are important to local residents,” said Hughes, who has camped out overnight in a box to bring attention to the needs of the homeless through Family Promise. “The ad campaign is a fun way to illustrate that it’s easy to get in touch with your banker at Unity – hopefully Gary Busey or Joe Piscopo is not in my chair when the phone rings.”
Unity has received several honors for its community involvement, the latest being the Hunterdon County Chamber of Commerce Good Neighbor Award. The bank recently pledged to donate $250,000 to Hunterdon Healthcare over the next five years to support the healthcare needs of the community and aid future development projects. For many years, Unity has been a consistent supporter of Family Promise and other organizations throughout its service area.
About Unity Bancorp, Inc.
Unity Bancorp, Inc. (NASDAQ: UNTY), the parent company of Unity Bank, its primary and wholly owned subsidiary, is a financial services organization headquartered in Clinton, N.J. Unity Bank provides financial services to retail, corporate and small business customers through its 15 bank branches in Hunterdon, Middlesex, Somerset, Union and Warren Counties in New Jersey and Northampton County, Pennsylvania. Unity Bank provides traditional and community-oriented commercial banking services, including personal and business checking accounts and time deposits, money market accounts and regular savings accounts. For more information, please visit www.unitybank.com or call 800-618-BANK (800-618-2265).
Editor’s Note: Unity Bank is an advertiser in TAPinto.