NEW YORK CITY, NY (April 10, 2013) – It’s true; the advertising industry has more award shows than Hollywood. That may lead some to believe the gold trophies they dole out year-round are not valuable. In many cases those people are onto something. The One Club, championing and promoting excellence in advertising and design in all its forms, is different. It is the world’s foremost non-profit organization devoted to elevating creative work in the industry. The One Show remains the pinnacle of achievement by providing a showcase of the world’s best work, and by inviting collaboration among individuals who are actively developing outstanding work. It is the Super Bowl of creative advertising, and the Golden Pencil is its Lombardi Trophy.
This year Citibank and their partner agency Publicis Kaplan Thaler were honored as a Merit Finalist in the Radio category for their 60 second spot titled “Too Old.” The comedic ad promotes Citi’s new Thank You Points exchange, in which customers can use their reward points to pay off student loans sooner rather than later. For almost the entire spot, a voiceover suggests signs you may be too old to still be paying off student loans. Lines such as “When you and your teeth no longer sleep together that is way, way too old to still be paying your student loans,” keep the audience laughing while reinforcing the need for young people to find out how in the world they’re going to get rid of their college debts.
The effectiveness of the message, tied to the smart, no-so-subtle humor makes this a radio advertisement worth talking about; and in one of the industry’s toughest mediums, that is something to celebrate.
Publicis Kaplan Thaler
Chief Creative Officer – Rob Feakins
Executive Creative Officer – Tom Drymalski
Executive Creative Officer – Perry Essig
Creative – Dennis Greeley
Creative – Julian Newman
Writer – Alexis Garber
Director – Joe Barone
Agency Producer – Mariassa Schaeffer
A list of all One Show Award finalists can be found here.
About Publicis Kaplan Thaler
Publicis Kaplan Thaler is a fully integrated advertising agency with digital, social and technology at its core. With over 650 employees, it is the flagship of Publicis Worldwide in the USA, the North American operating unit of Publicis Worldwide, the largest global agency network within Publicis Groupe. The Agency’s blue-chip client roster includes: Procter & Gamble, CITI, Nestlé, Merck, Pfizer, TriHonda, Wendy’s, L’Oréal, AFLAC, and NAPA Auto Parts, among others. To learn more about Publicis Kaplan Thaler, follow @PKTtweets, like on Facebook or visit pkt.com.
Citi, the leading global bank, has approximately 200 million customer accounts and does business in more than 160 countries and jurisdictions. Citi provides consumers, corporations, governments and institutions with a broad range of financial products and services, including consumer banking and credit, corporate and investment banking, securities brokerage, transaction services, and wealth management.