A tongue-in-cheek new campaign for Idaho Central Credit Union (ICCU) from Drake Cooper, produced by Good Behavior, is bringing a little extra green to Super Bowl Sunday, at least for viewers watching on regional broadcast networks.
The campaign breaks during Super Bowl LX and leans fully into the brand’s signature green, turning it into a running visual metaphor for what life looks like when your banking actually works the way it’s supposed to.
Directed by award-winning comedy director Pete Marquis, the spots drop ICCU members into exaggerated, almost magical scenarios tied together by one simple idea: when technology and real human help align, life just feels easier and greener.
In one vignette, an office worker’s drab cubicle transforms into a full-blown greenhouse, overflowing with lush plants. In another, a driver cruises through city streets, running only green lights. Elsewhere, a baseball fan decked out in green catches every foul ball that comes his way, while a gym-goer in a green tank top casually hoists a completely unreasonable amount of weight. The punchline in each case is the same: these small miracles come courtesy of opening a new ICCU account. Watch below:
“Drake Cooper truly understood what we wanted to express about life at ICCU — that moment when great technology and genuine human care meet, and everything just feels easier,” said Samantha Novosel, Marketing Brand Director, ICCU. “Pete and Good Behavior brought that feeling to the screen in such a joyful, unexpected way. We’re here to make our members’ lives better, brighter, and yes, greener. That’s why Life’s Greener Here isn’t just a line for us — it’s the experience we work to create every day.”
“At ICCU, the tech of a bank meets the soul of a credit union so seamlessly that you’ll feel like everything in your life is just… better,” said Kelsie Clegg, Creative Director, Drake Cooper. “Maybe even unexplainably so. We loved bringing these kooky characters to life with a little bit of that green unexplainable magic.”
Beyond the visual gags, the campaign underscores ICCU’s core value proposition: modern banking tools paired with real people who genuinely want to help. The work highlights ICCU’s mobile app and tech-forward offerings, while reinforcing the credit union’s human-first service model.
The campaign includes four 30-second spots titled Cubicle Envy, Green Lights, Foul Ball, and Max Out. One spot airs during NBC’s regional broadcast of Super Bowl LX on February 8, 2026, with the remaining work rolling out throughout the year.
Life may not always be greener, but according to ICCU, it can feel that way when your banking finally gets out of the way.
CREDITS:
BRAND: ICCU
- Michael Watson – Chief Marketing Officer
- Wes Bell – Vice President of Marketing
- Samantha Novosel – Marketing Brand Director
- Chanelle Minor – Marketing Brand Strategist
AGENCY: Drake Cooper
- Patrick Hoopes – Executive Creative Director
- Kelsie Clegg – Creative Director
- Cale Cathey – Art Director
- Greg Christensen – Copywriter
- Alyssa Hiller – Designer
- Gabriel Silva – Director of Integrated Production
- Malia Cramer – Group Account Director
- Jess Spalding – Account Supervisor
- Jeff Whitaker – Senior Account Manager
- Tawny Rea – Senior Project Manager
PRODUCTION COMPANY: Good Behavior
- Pete Marquis – Director
- Zach Voytas – Director of Photography
- Victoria Guenier – Executive Producer
- Adam Lawson – Producer
- Ashley Krick – Production Supervisor
- Dick Gordon – Editor
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