Citizens Shows More Serious Side

Ingalls Crafts Mixed-Media Campaign With a ‘Corporate Feel’
BOSTON–Celtics coach Rick Pitino returns in Ingalls’ latest campaign for Citizens Bank, as does the tagline, “Not your typical bank.”
There is a subtle change, however, in the tone of two 30-second TV spots that broke last week. Restrained humor replaces the somewhat labored comedy of recent efforts, with Pitino stripped of his starring role. Instead, he joins a cross section of consumers and businesspeople who describe the perks and services they want in a bank, however far-fetched some of them may be.
The spots have “a much more corporate feel” than earlier sitcom-style efforts that centered around Pitino, said creative director Steve Bautista.