DAN O’DAY TALKS ABOUT RADIO

Straight talk about radio programming, radio advertising, radio production...Well, you get the idea.

Monday, April 27, 2009

MONDAY RADIO COMMERCIAL SMACKDOWN: Citibank - No More Customers, Please

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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10 Comments:

Blogger Unknown said...

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.

April 27, 2009 at 10:12 AM  
Anonymous Stu Chisholm said...

Happy to comply!

April 27, 2009 at 10:58 AM  
Anonymous Ron Bee said...

Not a problem!

April 27, 2009 at 10:58 AM  
Anonymous Bob Bartolomeo said...

I'll remember that!

April 27, 2009 at 11:54 AM  
Anonymous Gregg Stepp said...

All I can say is... wow.

April 27, 2009 at 11:55 AM  
Anonymous Larry Chase said...

Tongue in cheek attack on bad radio ad...cmon wake up everyone!

April 27, 2009 at 12:11 PM  
Anonymous Les Patterson said...

When will they learn? Better question, when will we learn who still write those kind of commercials. Dan O'Day to the rescue!

April 27, 2009 at 12:19 PM  
Blogger 0s0-Pa said...

Haha yea I saw that commercial too and couldn't figure it out... the Charles Schwab commercial is pwning it :)
-Jack @Radio Commercial Production

April 29, 2009 at 4:56 PM  
Blogger Unknown said...

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.

May 10, 2009 at 4:12 AM  
Anonymous Kathy Lynn said...

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.

June 3, 2009 at 8:43 PM  

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