Low note: Verne Troyer adds chuckles to Fifth Third Equity line campaign.

• Position: Marketing News - Brief Article

The fact is that banks don't use humor in their ads. They also don't use celebrity spokespersons. This is not a small issue.

So what is diminutive actor Verne Troyer, who plays Mini-Me in the "Austin Powers" comedy movies, doing in this recent campaign by Fifth Third Bank, a regional bank (based in Cincinnati) that operates in eight states from Ohio to Florida?

Troyer is trying to generate belly laughs. And he is attempting to make the ads for the Fifth Third Equity Flexline stand out from competitor's advertising.

The print, radio, television and online campaign highlighted the fact that both rates and payments were at an all-time low for home-equity lines. In the television ad, a pair of tuxedo-clad males sings...