Citizens Bank Breaks Campaign | Adweek Citizens Bank Breaks Campaign | Adweek
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Citizens Bank Breaks Campaign

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Arnold extends its "Not your typical bank" positioning in the newest campaign for Citizens Bank.

The new work fo cuses more on specific bank services than prior ads in the campaign, which were more image-oriented. The Boston shop is running three TV spots carrying the "Not your typical bank" tagline, which is used to show how the Providence, R.I.-based client goes the extra mile for its customers. One commercial, running mainly in Phil adelphia, celebrates the bank's first year in that market following its acquisition of Mellon Bank last year.

The spot shows scenes of customers taking advantage of benefits such as evening hours. "We thought you'd like lower fees," reads the onscreen text. "We thought you'd like expanded hours. We thought you'd like 24-hour customer service." As bankers hand out lollipops to customers, the copy reads, "That was our first year in Philadelphia. And for our second year? We're thinking. We're thinking."

Two other spots are modeled after an Arnold effort that broke in February and was derived from actual stories by bank employees. In one new ad, a woman tells a banker that she cannot find a parking space. Noticing a spot, the banker offers to stand in it while she parks her car, and he brushes off a couple trying to park in the spot. They turn out to be his parents.

"People are al ways surprised at the level of service given—it continues to be a real point of differentiation for the bank," said John Simpson, a senior copywriter at Arnold.

The spots are running through the end of the year in the Northeast and in the mid-Atlantic region.