NEW YORK Citizens Bank introduces three TV spots Sunday touting its seven-day branches in and around Philadelphia.
The $2 million campaign, which also includes print, outdoor and online ads, comes via Arnold in Boston, the bank's lead agency since 2001. Television commercials retain the client's long-standing tagline, "Not your typical bank."
In the spots, average-looking people sing the praises of Citizens, which boasts "the most seven-day branches in Philly." The bank has 163 seven-day locations in the Philadelphia region, while competitor Commerce Bank ranks No. 2 with 59 seven-day branches, said account supervisor Colette McNulty.
Arnold creative director Ron Wilcox, working with art director Bob Weeks and copywriter Cristina Gordet, guided the work.
The ads will appear during Monday Night Football, Law & Order and The Guardian, among others, McNulty said.