Sen. Chris Dodd, D-Conn., is in charge of the effort. He worries that a protracted fight over the agency could tank the larger overhaul effort.
"If we fail again at this hour, our economy will be vulnerable to yet another crisis," he said.
Even Dodd has a role in the Montag video.
The end of the clip shows the reality star in a suds-filled bathtub. While she talks about the benefit of the legislation, an image of Dodd and another of Alabama Republican Sen. Richard Shelby -- another key figure in the reform debate -- pop up in the tub with Montag.
Even the Pentagon has also added its voice to the growing clamor for reform.
In a no-nonsense letter to the U.S. Department of the Treasury, it outlined the large numbers of "service members falling victim to predatory practices … and discriminatory lending."
It added: "Personal financial readiness of troops equates to mission readiness."