Citi Gets Simple, Breaks 'Simplicity'
The first TV spots focused on the card's "no late fees" feature and introduced Tom, an average Joe who endures a series of unfortunate events when he can't pay his bills on time.
Two new TV spots, breaking Jan. 2, again feature Tom dealing with extreme circumstances, all in an effort to speak to another human being.
"Train" begins with Tom's attempt to reach a live operator before he heads off to work. He's on his cell phone, listening to a long list of menu options such as "for a shinier credit card, say yes," as he arrives at the train station. Once on the train, he finally hears the voice of a real person just as the train goes through a tunnel, cutting off his cell phone reception.
"Steak" features Tom trying to reach a customer service representative while attempting to cook a steak. The list of menu selections is long, and the steak begins to burn. Unable to reach the stove to lower the heat, Tom grabs a broom, only to have the bristles catch on fire and set off the smoke alarm.
"Train" and "Steak" will air during "Desperate Housewives," "Grey's Anatomy," "CSI," "Lost," and the Rose Bowl. The ads will also run on cable stations, including E!, TLC, Discovery Channel, Travel Channel, USA, and Bravo. Print ads will run in more than 50 publications ranging from Newsweek, People, and Entertainment Weekly to O, the Oprah Magazine, In Style, Vanity Fair, Cooking Light, and Parenting.
Fallon created the campaign.