Fifth Third Bank Leverages Shark Week Sponsorship with Fin-tastic Mockumentary

"Beware the Fee Shark" focuses on the titular fish that feeds on a strict diet of ATM fees.

CINCINNATI, OH, (July 22, 2018) – This year, Fifth Third Bank (5/3 Bank) is testing the waters of a Shark Week sponsorship during Discovery Channel’s 30th anniversary of the highly-anticipated summer event which returned Sunday.

The campaign resurfaces Fifth Third Bank’s popular “Fee Shark” which was first introduced in January 2018 by creative agency Pereira O’Dell. The mockumentary focuses on the titular fish that feeds on a strict diet of ATM fees. In the footage, a marine biologist, a surfer and a fisherman are interviewed about encounters they survived with the costliest of creatures.

The short film will air during summer’s must-see week of shark programming on Discovery Channel, the Discovery Go app and Discovery’s Snapchat Show, “Shark Week on Snapchat,” in addition to being available on the Bank’s social media and YouTube channels.

“In a sense ‘Fee Shark’ is its own class of educational programming in that you become aware of predatory ATM fees that lurk around every corner,” said Rob Lambrechts Chief Creative Officer at Pereira O’Dell.

“Fee Shark has proven to re-energize our brand by appealing to a younger audience with a fresh approach that entertains and informs,” said Matt Jauchius, Executive Vice President, Chief Marketing Officer at Fifth Third Bank. “Given the brand recall of Fee Shark to our brand and fee-free ATM network, a Shark Week sponsorship seemed like a natural fit.”

Fifth Third provides its customers with access to more than 50,000 fee-free partner ATMs nationwide. The 160-year old company is known for innovation, having invented the first online shared ATM network in 1977. Fifth Third also has worked with fintech firms and independently to bring emerging technologies to the marketplace. Early last year, Fifth Third joined the Zelle® Network to help customers make safe, fast and simple person-to-person payments, and most recently, introduced cardless ATMs utilizing the Bank’s mobile app.

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Press Contact: Molly Parsley, Pereira O’Dell,; Laura Trujillo, Fifth Third Bank,

Beware The Fee Shark
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