This spot shows an elderly woman holding her dog and attempting to get it to sing. She sings out a few bars while the dog attempts to imitate her rather high-pitched song. She continually encourages it until the dog seems to get the tune right, whereby she commends him on his good work. The spot closes, "The best moments in life are completely untaxable."
Philosophy
Citi knew that to be successful in the long run, they had to have a real relationship with their customers vs. strictly a set of transactions. Fallon and Citi created a campaign to show that money is a means to have a life not the end game. They want to be the bank that understands the role finances play inlife and be an advocate for a healthy approach to money. Thus, by encouraging people to live their priorities and demonstrating their belief that money is a supporting player vs. the central role, they tap into a set of shared values with their customers and prospects.
Problem
Most consumers' relationship with their bank/financial institution is strictly transactional and fairly impersonal. Additionally, most financial communications are grounded in products, rates and features. Because of this, banks were quickly becoming a commodity vs. brands that inspire loyalty. Citi risked falling into the same den of nameless/faceless banks unless they could connect with their consumers and make themselves a brand that is sought out by their target.