Sunday, November 11, 2007
More on blind ads.
Just saw a new spot by Publicis for Citibank. God does it suck. Oh yes, it looks nice. The music is cool. The locations are stunning, the acting is fine. In fact, it's all so good you can use it for every credit card out there. It is completely devoid of any ownable essence. The most egregious non-ownability is the VO (there's nothing wrong with the voice) it just sounds exactly like Billy Crudup who does Mastercard and has for about 32 billions years.
In all the spot tells you that nothing whatsoever is unique about Citi cards. Except maybe that Citibank customers are so dumb on their father's 60th birthday they don't know if they are Norwegian or Swedish.
Here's my uber point. Saying you're cool is not a strategy.
Posted by George Tannenbaum at 6:46 PM