Citi - "Escalator"

Publicis New York

Publicis New York New York, United States

1570

This ad is part of the ACT Responsible Collection

Brand: Citi
Country: United States

Advertiser: Citibank

Title	Escalator
Agency	Publicis New York
Campaign	Escalator
Advertiser	Citibank
Brand	Citi
Date of First Broadcast/Publication	2022 / 3
Business Sector	Banking & Financial Services, Investments, Stock Brokers
Philosophy	Created by Publicis NY, dance and music are what turn a mundane walk to work into a powerful statement: throw an obstacle in a woman's way and she will find the means to surmount it. Driven by the pulsing Xenia Pax track “We Run It,” the spot opens on a young professional in vibrant clothing approaching the bottom of a set of escalators, with the ascending one being out of order. After a beat, our hero leaps into a sprint moving up the downward staircase. As she dashes upward, her dancing feels improvised, fluid yet explosive, as if she must figure out in that very moment how to overcome struggle and triumph, whether it be an inconvenient escalator or daily bias. A creative force to be reckoned with, Nicolina’s background in the music video world translates through the aliveness of the camera. The mixture of angles captures the relentless energy and grit of the performance as the woman resorts to some unconventional moves to make it to the top. Finding the hero dancer was a thorough process, with Nicolina citing it as the most important decision to be made. The Publicis NY team had a clear idea of what qualities they were seeking in the role and entrusted Nicolina’s vision and input as they began casting. A stylized and impactful metaphor expresses the power of women to overcome and achieve, the dance powerfully illustrates the empowerment that Citi’s support brings to women around the world.
Media Type	Television
Length	30 seconds
Interim Chief Marketing Officer	Tina Davis
SVP, Global Advertising	Martha Foster
SVP, Global Advertising	Gregory Lewis
VP, Global Advertising	Oury Tamboura
Chief Creative Officer	Erica Roberts
Executive Creative Director	Robert Clifton Jr.
Creative Director	Kim Davies
Associate Creative Director, Art	Deanna Solis
Associate Creative Director, Copy	Chloe Grindle
Senior Copywriter	Caroline Monday
Director, Integrated Production	Tim LeGallo
Senior Producer	Rachel Tierney
SVP, Group Business Director	Megan O’Grady
SVP, Group Account Director	Michelle Unverzagt
Account Director	Jorge Rivadeneyra
Production Company	BR·F
Director	Nicolina Knapp
Producer	Sophie Brooks
Director of Photography (DOP)	Sophie Olsson
Choreography	Coral Dolphin
Executive Producer	Michael McQuhae
Talent/Actors	Belen Leroux