No one means to pay their credit card bill late,

No one means to pay their credit card bill late, but it happens. In one print and two TV ads breaking today, Fallon in Minneapolis touts Citibank’s new “Simplicity” credit card program, which doesn’t charge users late fees. One ad shows a fellow searching a trash can for his credit card bill; the other shows him crawling into an open grate under his desk while paying his bill online. When workers close the grate, he’s stuck, and thus delayed in paying his bill. A future spot will focus on Citi’s short customer-service wait time. “We were trying to show, on one hand, that we don’t want to encourage people to pay late, but there are situations [when that happens, which] everybody can relate to, and you’re not going to get punished by Citibank for it,” said gcd Steve Driggs. Citibank spent about $290 million advertising its credit cards in 2004 and $80 million from January to June 2005, per TNS Media Intelligence.