OneMain Financial: Lending Done Human

The lending industry – for the most part – is an inhuman, online-only sea of bots that don’t empathize with or care about people’s needs. Thankfully, OneMain Financial is different, with more than 10,000 employees trained to help their customers, which inspired us to launch “Lending Done Human,” the company’s first-ever brand campaign in more than 100 years.

The campaign features OneMain loan specialists helping their customers while a larger-than-life, heroic voiceover makes them sound like some sort of superhero. A commentary ultimately making the point that, although what OneMain offers seems extraordinary these days, for OneMain, this is business as usual since 1912.