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ArJewTino

“Latins are tenderly enthusiastic. In Brazil, they throw flowers at you. In Argentina, they throw themselves." -- Marlene Dietrich

WTF, Credit Union?

I am an amateur fan of advertising. I like to watch commercials, read print ads, and yell at the TV/comment intelligently on them.

When VW came out with those TV commercials where an in-car camera captures a real-live accident, I told The Princess, “That’s brilliant!” When I realized that the “Got Milk?” ads were lampooned by everyone, I blogged about it. And when I saw the new ad for a Lexus that parallel parks itself, I declared it to be “an abomination of emasculation”.

But despite my interest in deciphering the science behind advertising, I’m not quite sure what to do with this WTFCU ad, which I found in the Express this morning. Tell me you can’t read that top line and not think the words, “What the Fuck Credit Union”.

It doesn’t help that WTF is never spelled out anywhere in the ad, leading one to assume it stands for the ubiquitous phrase we’ve all seen in IMs and text messages.

Even their Web site is wtfcu.org. When I clicked on it, the home page made no mention of the acronym. Its “About Us” tab didn’t illuminate me, either. WTF, WTFCU? Are you purposely trying to be coy? Do you have a problem with spelling out acronyms? Or have you succumbed to the online habits of a 13-year-old girl?

I want answers, WTFCU, or, AFAIC, I won’t be opening any IRAs or conducting any EFTs or using your ATMs.
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