The story appearing on the American Banker website (no relationship to the American Bankers Association) compared Summit's ad to a negative political campaign ad and noted that Summit did not offer any details on how it is different.
"One reason that Summit may have shied away from direct comparisons is that the credit union itself levies a wide range of the sorts of service charges that customers loathe —from fees for inactivity to those for monthly account maintenance, paper statements and early account closures.
Nor did efforts to contact the credit union indicate that it is particularly responsive to callers. American Banker spent many minutes on hold on Summit’s customer service line trying to reach a representative. Its call was then transferred to a voice mail recording. Ultimately, a Summit representative responded to a request for feedback about its video in an email message stating that it declined to comment."