Live richly. Or don’t. Whatever.
December 5th, 2006
It’s been a long time since I’ve commented on a piece of advertising, but I can’t hold my tongue any longer about the new Citibank ads (the ones with the Russian guys). Because they stink. Big time. Enough so that I change the channel when they come on. I mean, I feel like I’m being assaulted with a bad cross between Bill & Ted and the Three Stooges version of Boris Yeltsin.
Now I know that not everyone loved the previous “live richly” ads. But I did. There was something there that at least made me think that Citibank was trying to make an effort to connect with me. And if they stuck with it, it could’ve had so many legs – including the beginning of building a community (if they had wanted to).
I’ve said it before and I’ll say it again: Advertising is for awareness. Not for credibility. So while I think Citibank had a chance to go beyond advertising with the “live richly” campaign, it was still just an interchangeable campaign (for them, at least). And while I despise the new ads, this too shall pass, eh?
Other posts by Spike.
Mr. Steve says:
What’s the Donald Norman quote…Academics get paid for being clever, not for being right.
Sounds like Citibank is using this for their marketing department too. The Russian ads are clever, but I can’t tell what the heck they want from me…EVERYONE has reward points on credit cards now. Oh well.
December 5th, 2006 at 6:56 amMay says:
I must say, these ads make me scratch my head. The only thing I like are his striped pants (for speed)… but why should I be with Citi? You got me.
December 6th, 2006 at 8:06 amStephen Denny says:
C’mon, guys! If Borat is funny, then Viktor and dad must be hilarious! Re-Varding! Wery, wery, wery re-Varding! (Hello? Is this thing on…?)
Poor creative trying to prove that Citi-Rewards gives you points for lots of things.
December 10th, 2006 at 1:37 pm