Apparently Citibank has weathered the financial crisis so well that it wants to avoid attracting any new customers. So they’ve created a radio commercial designed to do just that.
They open with a lethal one-two non-punch, with the first words of the spot being “At Citibank we’re offering” and delivered in the least appealing monotone the voice actor could muster.
Obviously, the professionals who created this know that no one in the radio audience cares what Citibank is offering. So they deliberately begin the spot with words guaranteed to prevent people from listening.
Then they rush into some numbers before anyone can possibly know what they’re talking about. Oh, and that “top of class annual percentage rate”? Priceless! As satirists, these guys are good.
And, in the tradition of all good satirists, they’re merciless. They give two Calls To Action instead of just one, with no good reason to act on either of them.
Then, the perfect finish: Six seconds of disclaimer gibberish — tacked onto a message that no one will ever hear.
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I love it! They might as well have simply run 30 seconds of adding machine sound effects or cash register sounds at least that would have been easier to understand.
The fact that adding machines are no longer used wouldn’t make any difference here.
Happy to comply!
Not a problem!
I’ll remember that!
All I can say is… wow.
Tongue in cheek attack on bad radio ad…cmon wake up everyone!
When will they learn? Better question, when will we learn who still write those kind of commercials. Dan O’Day to the rescue!
Haha yea I saw that commercial too and couldn’t figure it out… the Charles Schwab commercial is pwning it 🙂
-Jack @Radio Commercial Production
That’s a new, “hip” laid-back “un-annanoucer-y” kind of announcer many ads are featuring these days. There has to be a better midpoint between that approach and, say, Ted Baxter.
I LOVE Ted Baxter! I've worked with about six of his clones! I don't know why, but they never stay around too long.