A 20 second superstitial was created to drive small business owners to apply online for the CitiBusiness Card. With so many credit cards in the marketplace, we decided to focus on a unique differentiation of the card - automatic access to the CitiBusiness Resource Network which can provide immediate answers to small business questions. What makes this entry special? Citibank has recently adopted a new branding campaign which addresses human truths and speaks to people in a very unbanklike manner. The trick was to somehow capture the spirit and voice of the brand (which usually relies on quirky photographs) within the limits of the 100K we were working with for the superstitial. We chose a simple cartoon-style image which could be easily duplicated and made the minimalist motion work conceptually to our advantage. What makes this entry a great idea in its context? Banks sometimes tend to take themselves a little too seriously. We wanted to create a piece that sold our key advantage (and other benefits) very hard to small business owners, but at the same time had a bit of a smile to it that made people want to watch it. Was this entry successful? No results available.