Eleven of ‘Stranger Things’ Convinces People to Wear Funny Costumes and Shave Their Heads in Citi Campaign

By Patrick Coffee 

Publicis New York recently launched its first campaign for Citi under ECD Chris Van Oosterhout, who joined the agency in August after leading Nationwide at Ogilvy.

The work is most notable for starring Millie Bobby Brown, better known as Eleven from the Netflix series Stranger Things.

The purpose of the work is to “start a national conversation about money.” And while we do sort of feel like quite a few Americans are already talking about that very subject, the point of the campaign is that people would rather do almost anything than worry about their own finances.

That was painful, but it keeps going. Here are some Upper East Side white collar women going to great lengths to avoid talking money in polite company.


Finally, a friendly game of hoops gets a little too personal.

Now we have to ask: would anyone ever spend time during a social gathering asking friends to compare how much of their income they stow away in savings? The one person with whom your humble blogger would ever broach that topic happens to be his wife, because only rich people hire financial advisers.

That said, we do agree on one thing: very few Americans know how to manage their own money.

Citi CEO of global cards and consumer services Jud Linville said, “The campaign highlights our commitment to helping our clients address and solve their concerns in a sincere and human way. To us, it is about emotionally connecting with them, partnering with them to improve their financial lives and enabling their growth and progress.”

The campaign is getting some attention for the Stranger Things connection, but will it really convince Americans to talk money with their bros?

Agency: Publicis
Campaign: “Would You Rather”
Chief Creative Officer: Andy Bird
Executive Creative Director: Chris Van Oosterhout
Executive Creative Director: Jim Kotulka
Executive Creative Director: Avery Gross
Creative Director: Brett Simon
Creative Director: Danielle Vieth
Chief Production Officer: Lisa Bifulco
Executive Producer: Jennifer Guliner
Producer: Justine Palivoda
Production Company: Bob Industries
Director: Nicole Holofcener
VFX/SPX: Black Hole
Editorial: Lost Planet
Editors: Saar Klein & Jay Rabinowitz
Assistant Editor: Alexander Morales
Sound: Sound Lounge; Engineer, Glen Landrum
Director of Photography: Salvatore Totino