Agency: Publicis Groupe, Paris
Market: Small businesses
Quick chase: In this well-produced spot, financial services giant Citi demonstrates that it wants to do business with the entrepreneurial crowd by depicting members of that audience at critical moments. "Who first believed in you? Listened to your dream? Got you on your way?" intones the voice-over, which notes that Citi wants to lend its expertise and partner with entrepreneurs as they build their fortunes. The spot zeroes in on a nervous businesswoman being introduced as she prepares to step to the podium. In another cut, a factory owner triumphantly lifts a box of his product over his head. It smacks of a motivational video, and we groaned when we heard the voice-over say that Citi wants to turn its partners' dreams into realities.
Clue: The Chasers are declaring a 90-day moratorium on the "turning dreams into realities" advertising cliche.