Ad spotted on the back of a magazine.

[kajarainbow]

Big bold letters: "Remember, the people you work for are waiting for you at home right now."

In regular sized letter below:
"Your most valuable hours won't be found on a timesheet.

That's why we offer online banking with free bill payments and online tools that help manage your accounts from anywhere.

So go home.
Your junior partners miss you."

To the side of this text is a picture of a kid doing a cute kid thing.

Finally, at the bottom, their logo and beneath it, their registered trademark "Live richly."

For some reason, this ad struck me as oddly insincere. What're your own interpretations?

Comments

[airstrip.livejournal.com]

Citi ads are fairly accurate I think. Citi Group has reacted strongly against the tide in the 1980s of simple greed and has focused their advertising and approach on what their customers desire: financial security so they can enjoy their lives, not so they can simply accumulate paper wealth.

My favorite Citi ad reads: "No, gravitational physics make the world go around."

I doubt that Citi is insincere, these sorts of major branding changes become ingrained in most of the real corporate operator--the board may not care, but they merely exist to financial support the working company--and I think to a large extent this reflects a broader shift in culture that most of those involved (from this country and Europe at least) believe in.

Even if it were insincere, though, it's still a good message. Win for the people either way.

[kajarainbow.livejournal.com]

Huh. Interesting.

[ocean-state.livejournal.com]

To me it doesn't read as insincere so much as it reads as... pitching an overly rosy view of reality. As though typing in your account number while staring intently at a computer screen is real quality time with the "junior partners." And the whole notion that technology will make life effortless, instead of enhancing some things and compromising others.

[circuit-four.livejournal.com]

Yeah, my problem with it is that it all seems a bit flat. It leaves me wondering, "If family is so goddamned important to you, how about a little information about how you treat your employees?" If they offer childcare benefits and maternity leave, or do something else concrete, I might be more impressed. Paying lip service to the idea, to promote a service like online banking that damn near every financial institution has these days anyhow, doesn't exactly fill me with trust.

That is a gorgeous icon, by the way. :)

[ocean-state.livejournal.com]

It leaves me wondering, "If family is so goddamned important to you, how about a little information about how you treat your employees?" If they offer childcare benefits and maternity leave, or do something else concrete, I might be more impressed.

Well come on now, what do you expect, real effort and compromise instead of empty marketing ploys?! :) Besides, it's not even about Citi, it's about you: The ambitious (yet family oriented and wholesome) entrepreneur who banks with Citi.

That is a gorgeous icon, by the way. :)

Thank you! :) You might also enjoy the original picture in "When Mainframes Ruled The World".