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Citibank turns to humour for pan-Euro ads.(Brief Article)
A break-dancing dog called Dale is set to help Citibank reposition itself across Europe in a new campaign from Fallon.
The agency is using a humorous documentary-style approach for the pan-European campaign, called 'live richly', in a bid to help Citibank stand out from mainstream banking advertising.
Television and national press activity will run in major European markets including the UK and Germany.
The TV work featuring Dale is part of a drive to persuade consumers that Citibank is a bank that understands there's more to life than money.
'Dog' features a Swedish man called Jan who owns the talented Dale. Jan takes Dale for a walk in the park and the dog begins to breakdance in front of a crowd of onlookers.
The ad's premise is that Jan could make a lot of money ...
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