This is Banking a Fifth Third better. That's the idea behind the new advertising campaign from Fifth Third Bancorp (NASDAQ:FITB) launching this week. The campaign plays on the improper fraction that is the Bank's name. As a fraction, 5/3 translates to more than 100 percent -- 166.7 percent, to be exact -- and going the extra mile to help customers reach their financial goals.

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Fifth Third Bank reveals new brand platform: This is Banking a Fifth Third Better. (Photo: Business  ...

Fifth Third Bank reveals new brand platform: This is Banking a Fifth Third Better. (Photo: Business Wire)

"The new campaign leverages our unique name to clearly state that Fifth Third is striving to make banking better by going above and beyond to serve our customers," said Greg Carmichael, president and CEO of Fifth Third. "We want to demonstrate how Fifth Third is addressing the needs of our customers in tangible ways that make their banking experience better - a Fifth Third better. It is more than just a number; it is about what we do every day."

The advertising campaign will launch with a series of high-impact TV commercials and digital ads, radio, social, experiential marketing activations across the Bank's 10-state footprint beginning Wednesday, May 3. Taking it a step further, Fifth Third will celebrate babies born on May 3 in the Greater Cincinnati area by gifting them $1,053. Parents will be encouraged to use the gift to start their child's first savings account or a 529 college savings plan account.

"Throughout the campaign, we will share solutions and real stories that are meaningful to customers and, when added together, they will show that we are helping to build a better kind of bank," said Matt Jauchius, chief marketing officer for Fifth Third. "We are showcasing compelling messages that link to Fifth Third's vision to be the One Bank people most value and trust."

The new television spots can be found by visiting these links:

"Banking a Fifth Third Better" (:30) -

"Everything a Fifth Third Better" (:60)

About Fifth Third

Fifth Third Bancorp is a diversified financial services company headquartered in Cincinnati, Ohio. As of March 31, 2017, the Company had $140 billion in assets and operated 1,155 full-service Banking Centers and 2,471 ATMs in Ohio, Kentucky, Indiana, Michigan, Illinois, Florida, Tennessee, West Virginia, Georgia and North Carolina. Fifth Third operates four main businesses: Commercial Banking, Branch Banking, Consumer Lending, and Wealth & Asset Management. As of March 31, 2017, Fifth Third also had a 17.8 percent interest in Vantiv Holding, LLC. Fifth Third is among the largest money managers in the Midwest and, as of March 31, 2017, had $323 billion in assets under care, of which it managed $33 billion for individuals, corporations and not-for-profit organizations through its Trust, Brokerage and Insurance businesses. Investor information and press releases can be viewed at Fifth Third's common stock is traded on the Nasdaq® Global Select Market under the symbol "FITB." Fifth Third Bank was established in 1858. Member FDIC, Equal Housing Lender.

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