When Marketing to Women, Citibank® Climbs to the Top

I love this rock climbing Citibank commercial! But every time I watched it, I kept wondering:

  1. Is it REAL?, and
  2. WHO in the world is singing that song?

So, I finally looked it up.

  1. Yes, it is real. It’s filmed on a rock called “Ancient Art.” Located just outside of Moab, Utah, the single rock formation is shaped from hundreds of years of wind blowing sand across and around the spire in the desert. The commercial features two real-life professional climbers: Katie Brown and Alex Honnold. They are not “actors” nor “stunt” people. They’re both accomplished in the sport of climbing and arguably some of the best at what they do.
  2. And the song is titled “Into the Wild” by LP. What an amazing voice.

I love everything about this commercial! A song I am absolutely obsessed with. The authenticity of climbing the rocks as well as using “real” climbers. Even the use of double entendres with the belt, nylons, shoes and rock purchased, challenges typical stereotypes of women. Oh, and in case you didn’t catch it, the girl not only conquers the rock, she buys and pays for everything – including the trip.

Be sure to check out this Business Insider article by Jason Edwards where the agency told exactly how they created the ad, from casting the rock climbers to getting a helicopter to circle around the rock for two days, waiting for that perfect moment


Well done Citibank and Publicis New York, Tom Drymalski, Executive Creative Director, Publicis New York, Elyssa Gray, Head of Creative and Media, Citi, Jennifer Lindauer, Marketing Director, Citi and Ursula Castrillon, Marketing VP, Citi!
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Stephanie Holland is President and Executive Creative Director for
Holland + Holland Advertising,Birmingham, AL. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email
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2 Responses to “When Marketing to Women, Citibank® Climbs to the Top”

  1. I love this campaign for all the reasons you do. I just wish the Citibank branding was a little more prominent because I don’t immediate associate it with Citibank. But the ads definitely speak to me.

  2. Stephanie, Great Site! Just what we are looking for! We have a New company up and running and we are going to market towards women because we understand women do the bulk of the buying. We are incorporating Vitamin E into Pool and Spa Products – same as what the skin care company’s did back in the mid 90′s.
    We will be going through everything you have on here!! We are rookies at this and we know we have a lot of catching up to do!
    The American Express Commercial is Fantastic! And LP has a gift very few of us will experience in this life time, luckily we get to listen to that Amazing Voice!
    Warm regards,
    Roger Linde
    Isle Oasis Pool And Spa Supplies

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