Creative Best Spots: Campaign of the Year - Citibank

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Dissonance between picture and sound is at the core of Fallon’s campaign for Citibank’s Identity Theft Solutions. But it was only five days before the shoot that the creative team realized it’s the sound—the creepy boasts of identity thieves—that makes the spots, deciding to record the voiceovers before casting their radical opposites to lip-sync the tracks.

“We had to flop the whole thing,” recalls art director Steve Sage. The agency considered more than 250 voices for each character before settling on the Valley Girl who’s channeled by the Archie Bunker type, the nasally teen male who’s paired with the hip African American and the gruff trucker who inhabits the body of a sweet retiree.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in