Citizens Ads Emerge | Adweek
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Citizens Ads Emerge

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Arnold this week previewed its latest image campaign for Citizens Bank, running the first of four new spots during local coverage of the Super Bowl.

The 30-second spot shows a Citizens executive getting into his car at the end of his day with a human-sized teddy bear. He explains to his co-workers, "My last customer—her daughter left this, and I'm going to drop it off." The man is shown driv ing into a residential neighborhood as he consults a street map, but the large bear keeps falling on him.

Copy on the screen reads, "Brian Lynch is not your typical banker." The man pulls over to put a seat belt on the bear. But a suspicious cop pulls up, taps on the man's car window and asks to see his driver's license. More copy reads, "Anna Pruett got Fuzzy back. Brian got a warning."

The spot maintains the line, "Not your typical bank," from previous campaigns.

The other three new spots will break later this month. The work is an extension of a broadcast effort that launched last year.

Arnold added the Citizens account last year without a review from crosstown shop Holland Mark. "The new spots are a continuation of what we started eight months ago when Arnold took over the account," said Theresa Mc Laughlin, executive vp of marketing at Citizens, Boston. "We wanted to bring to life the 'Not your typical bank' theme"—by emphasizing Citizens' commitment to customer service.

For the spots, Arnold creatives picked a few stories from Citizens em ployees about how they treat their customers, and then re-created the scenarios.

The three additional spots also feature true-to-life situations. They are set to break on Friday during local coverage of the Winter Olym pic Games.

Creative credits include Rick Frisiello, senior copywriter; Scott Combs, art director; Ron Wilcox, senior vice president, creative di r ector; and John Simpson, senior copywriter.

Citizens' chief rival, FleetBoston Financial, the region's largest bank, is set to unveil a new campaign within two weeks from its lead agency, Hill, Holliday, Connors, Cosmopulos, Boston.