Arnold Breaks Bank Campaign

Arnold has introduced a television campaign for Citizens Bank in Pennsylvania. The work comes in the wake of Citizens’ recently completed acquisition of Mellon Bank.

Four 30-second spots were shot by Arnold’s McLean, Va., office two weeks ago at locations in Philadelphia and Pittsburgh.

The goal: retain and reassure Mellon customers while bolstering the Citizens brand in a market in which the company hopes to become a major player.

One TV execution depicts a branch opening in early December, as bank employees let in customers at the start of the day. A patron discusses the free rides on the subway (Citizens paid for all customer travel that day); another talks about having her car window cleaned while waiting in the bank’s drive-thru area.

“We helped you get to work and met you at the drive-thru,” on-screen text reads. “We even lowered fees. But you made our first day a success. Thank you, Philadelphia. See you tomorrow.”

Another spot shows shots of downtown landmarks while customers rave about the bank. “It’s not your typical bank,” one woman says, echoing Citizens’ familiar tag. The ad also closes with the on-screen text, “Thank you, Philadelphia.”

The television commercials are appearing for about one month on local networks and cable stations in Pennsylvania

Arnold McLean executive creative director Matt Smith, creative director Mike Gallagher and account manager Mike White oversaw the latest effort. Seventh Art in Philadelphia produced.

Both Citizens and Mellon spent approximately $10 million on advertising last year, per CMR. Citizens, however, has been rapidly expanding, and sources said the ultimate budget is expected to top $40 million.

Last winter, Boston-based Arn-old acquired the Citizens advertising account without a review. The bank’s marketing had formerly been handled by now defunct crosstown shop Holland Mark.

Arnold picked up additional business from Citizens this summer following its acquisition of Pittsburgh-based Mellon.

Previously, Mellon’s advertising had been at Marc/USA in Pittsburgh, which continues to handle advertising for former bank parent, Mellon Financial Services.