China’s Merchants Union Consumer Finance Company creates surreal ad to pitch its bank loans

A new campaign for consumer finance from China’s Merchants Union Consumer Finance Company called ‘Believe Your Possibility’ is built around improbable, surreal humour.  Created by F5, the ads are for MUCFC Loan, a personal micro loan aimed at a millennial audience and drive the benefit of the product home via cartoonish violence. 

A note from F5 Shanghai said: “ Gone are the grandiose aspirations and beautiful sceneries of bank advertising. In place, is a series of ads that are quirky as well as entertaining.” 

The backdrop to the campaign is the increasing popularity of personal loans among millennials due to a booming e-commerce market. The MUCFC Loan offers several advantages such as compensation on refusal and a bonus for loans that gets approved. 

Speaking about the campaign, Adams Fan chief creative officer of F5 said: ‘Through research, we discovered that young people face greater living pressures. They are receptive to content that are entertaining. They prefer the crazy stuff rather than normal humorous content. So, we decided to convey the product message in an odd way.’

The series saw the agency collaborating with Thai production house Phenomena. 


Client: Merchants Union Consumer Finance Company Limited

Agency: F5 Shanghai

Chief creative officer: Adams Fan

Creative: Kelvin Co, Enzo Wu, Ran Zhu

Production: Phenomena

Director: Mo


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