• by Larissa Faw , April 27, 2016

Kabbage is well-known for its social media advertising, but the financial services company is now introducing its first TV campaign with its new creative shop Union. 

The campaign provides a humorous look at what happens when people don't use the company for small business loans. The 30-second Family Time spot shows a man using his family as a sweatshop even joking that his dad earned the corner office, which turns out to be the backseat of the family minivan. 

In addition to two 30-second TV ads, the campaign includes two 15-second YouTube pre-roll spots, customer emails, dashboard banners and social media. 

The ability to blend information with entertainment was key to Union winning this account. “Our priority was to partner with an agency that understood the day-to-day life of our small business customers and the power of the Kabbage product to transform the funding experience and bring both to life in a compelling creative campaign,” stated Victoria Treyger, chief marketing and revenue officer at Kabbage.

“Loans aren’t always the sexiest things to talk about, but for small businesses they are crucial to survival and growth,” says Lance Martin, ECD and Partner at UNION. “We thought it would be really funny to exaggerate some of the sacrifices business owners are willing to make to get the funding they need.”