TEG is not a bank and wants to be known as something much better than a bank. A lending institution that prides itself on not rejecting customers when they apply for a loan. Ashworth realizes that the feeling of rejection is painful to bank customers and searched for a bright and fun video to draw attention to how much better TEG’s service is compared to a competing financial institution. The boy meets girl, girl rejects boy, boy meets other nicer girl scenario was light, memorable and made its point very effectively.

A good idea should work in every medium. If it is simple, direct and easy to remember, you are on to a winner. Our “Rejection Hurts” played to a familiar emotion, one that almost everyone has experienced. Being rejected by a potential partner is embarrassing and annoying. And when it’s a financial institution that you want to have a relationship with, it’s positively maddening. By spoofing romantic relationships that have gone awry, TEG drew attention to the fact that they are determined to make their customer relationships work.