Do you malaprop?
We do. And Whitefish Credit Union does.
But before we get into the “how,” you’re likely hung up on the “what.”
As in, what the heck’s a malaprop?
Join us below and find out.
What a malaprop is—and is not
According to the Oxford English Dictionary, a malaprop is “the mistaken use of a word in place of a similar-sounding one, often with unintentionally amusing effect,” as in “dance a flamingo.”
The example above—and the ones that follow—fall squarely in that territory. Your first instinct might be to call it a pun, that all-too-common, polarizing ad word. And while you’d be wrong, you wouldn’t be alone.
We thought the same thing. In fact, when we first started developing this campaign, we nearly tossed the idea altogether. It “felt too punny.” Whatever that means—as if that’s even a bad thing.
Malaprops not just for the sake of malaprops
Sure, a line like Fiscal therapy is fun—and in this case, fitting. But what you don’t see in the photo is that this board sits directly across from Logan Health Medical Center. Which gives the message an extra layer.
That kind of alignment doesn’t just happen. It comes from scouting locations and writing—simultaneously. By forcing the creative and media sides to work in tandem.
Same with We’ve branched out below. This location is 80% covered by trees until you’re right next to it. This is the kind of billboard most advertisers avoid. But we snatched it up because we knew it would work with a headline about the new branch.
If there’s one thing we’ll keep repeating, it’s this: media planning and creative aren’t separate steps. They’re one process, and they’re ALWAYS stronger together. More on that in another post.
Only if malaprops make “cents”
Of, course, there’s a time and place for malaprops in copy. The key is knowing when they add meaning—not just winking cleverness.
Take this one. “Using common cents always pays off.” Sure, it’s playful. But it’s also perfectly on-brand for a credit union whose work is rooted in financial wellness and community trust. The wordplay doesn’t distract. It connects.
That’s the difference between gimmick and craft. The former makes noise. The latter makes sense—and sometimes, even cents.
Where malaprops hit
Not every good line works everywhere. This one—“Bag bigger bucks.”—belongs exactly where it is. Libby, Montana.
Set along the highway near Libby, it speaks not only to the financial goal of earning more, but to the outdoor culture that defines much of the community. Hunting, fishing, and working hard for what you bring home—common themes you’re not likely to find in a Brooklyn or a Wicker Park.
That’s the real value of pairing language with location. It’s not just about being clever; it’s about being understood. The best copy doesn’t just fit the space—it fits the people takin’ it in.
Mal-apropriate timing
Not every board needs to tie directly to a landmark or local habit. In this case—“Is your interest peaked?”—the message did something different.
This one marked the grand opening of Whitefish Credit Union’s new Missoula branch—a market where name recognition, not familiarity, was the goal. The wordplay still fits the brand’s personality, but here, it also serves as an introduction. A quick signal of tone, trust, and approachability.
Sometimes, the right message doesn’t have to be deeply local—it just has to be timely enough to start the conversation. And relevant enough to maintain it.
One for the road
Some boards are meant for cities. Others, like this one—“Kinda loanly out here.”—are meant for the miles between them.
Placed along a stretch of highway in the Flathead Lake area of Montana, it speaks to a different kind of audience—the commuters, the ranchers, the folks who live a little farther from the grid but still need access to financial support. Because loans aren’t just for urban growth or startup dreams; they’re for trucks, tractors, homes, and hard work, too.
That’s where the message really connects—when it meets people where they are, whether that’s a downtown block or a two-lane road cutting through open fields.
Give mala-props to your audience
Across every billboard—from Bozeman to the backroads—the intent was never to make people groan at wordplay. It was to make them look twice. Each line carries a double meaning that ties back to place, purpose, and personality. Some speak to geography, others to lifestyle, and a few simply to human nature.
Because when language, location, and intent align, it’s more than just copy on a sign. It’s a brand speaking in the same tone as the people who drive by every day—familiar, a little clever, and just self-aware enough to stick.
Wondering how your billboards could do more?
Get in touch. Let’s get up to something.
