In The Water, Shark Attacks Are Always At The Back Of Your Mind. But At The ATM?

If you find it scary having to pay fees just to access your own money, you’ll love this ‘Jaws’-style spoof documentary about the new kind of shark that attacks millions every year.

Duuuunn dunn… duuuunn dunn… dun-dun dun-dun dun-dun dun-dun…

Just when you thought it was safe to go back to your ATM…

The confusingly named Fifth Third Bank in the USA bills this 1’30” spoof promoting its services as a ‘full documentary’. Parodying the close-up, intensely personal survivor story format – and a big rubber shark (obvs) – it creates a fun campaign out of something that is no joke for U.S. users of ATMs.

‘Caetus Pretium, commonly known as the Fee Shark, is a species of land-based sharks that feed exclusively on ATM fees. This documentary focuses on survivors of Fee Shark attacks and teaches viewers how to protect themselves from being attacked.’

If you’re using an ATM that isn’t operated by the bank where you have your account, you can incur extra fees – even if you only want to check your balance, sometimes. As well as the banks charging non-customers to withdraw money, there can be very hefty charges from the ATM operating company itself.

If you’re using an ATM that isn’t operated by the bank where you have your account, you can incur extra fees – even if you only want to check your balance, sometimes.

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And don’t take any gambles if you’re in Las Vegas: the casinos are apparently notorious for setting high fees on ATM cash withdrawals – a pretty safe way to rake in the lolly from punters in the grip of betting fever.

In Europe, the vast majority of ATMs belong to financial alliances and are fee-free. If they are independently operated and therefore charging, they are clearly marked and fees are usually about US$2.00-£2.50 per transaction.

What do you think of Fifth Third’s Fee Shark ad? Are you a fee shark survivor with a grim and/or inspiring story to tell? Would this campaign encourage you to check out the bank and maybe even switch to them?

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Tree Elven is a creative who thinks big, values simplicity, and just loves life. She’s the Founder of ADDS, an independent voting platform – it’s like TripAdvisor for advertising.