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[excerpt from ADWEEK] If you’re the marketing team behind a bank with a weird name, let’s say Fifth Third, and you’ve got a new campaign that makes fun of said name, when would you launch it? You’d probably pick today, May 3. Or put another way—5/3.

That’s just what Pereira & O’Dell has done with its new campaign. The gag is on the nose—so on the nose that it goes from silly and kind of dumb to something worth a little hat tip to. And it’s of a piece with the rest of the campaign, which uses visual gags, calculating what 5/3 would be (166.7 percent) on an old-school calculator, displaying it on a chalkboard, that lean into the goofy name. But the agency says it’s also part of a larger strategy of communicating that Fifth Third gives customers their all.