In our 30-second film, we see Rashida Jones humorously spending money in various cash back categories with her Citi Custom Cash Card. First, we see “Overly-Confident-DIY Rashida” knocking down a wall in her home. Next, we see “Last-Minute-Gift-Shopping Rashida” slapping a bow on a bottle of mouthwash, trying to pass it off as a gift. Lastly, we see “Sneaking-Away- For-a-Vacay Rashida” sneaking out of her house with a suitcase. Together, the film highlights relatable scenarios in which Rashida is rewarded with cash back for just being herself.

The launch of the Citi Custom Cash Card, which automatically offers 5% cash back on the eligible category that cardmembers’ spend the most on each month – on up to $500 in purchases and 1% cash back on all other purchases, provided a unique opportunity for Citi to creatively stand out from the significantly crowded cash back landscape. With ten eligible spend categories to explore in the films, we identified an opportunity to connect with consumers by showing the card being used in a variety of culturally relevant ways. The three vignettes showcased – home renovations, drugstore purchases, and traveling – are activities and hobbies that we saw trending amongst US consumers in 2021.

In the spot we refer to ‘DIY’ which stands for “Do It Yourself”, a popular cultural term that consumer use when they take on projects/make things themselves. Additionally, we say “vacay,” an abbreviated version of “vacation.”