KB&P Goes 'Further'

Marketplace clutter has prompted Citibank to reposition its AAdvantage card as a means to “take you further.”
The first print ad in a new $10 million campaign from Kirshenbaum Bond & Partners features a 30-something man wading knee-deep in a remote lake, fly-fishing. “Sometimes, the further we go from civilization, the more civilized we become,” the copy reads. The new tagline is, “Miles that take you further.” It’s a reference to the remote reach of airlines and hotels affiliated with the card as well as the broadened perspective that comes from traveling, said Richard Kirshenbaum, the New York shop’s chief creative officer.