Citicard's new TV ads feature a snarling, heavily accented spokesman who triggers every Gestapo storm trooper image in my head into overdrive. I can't be the only person with this reaction. I feel like I'm watching a negative political ad of the worst kind. I realize it's intended to be humorous, and people under the age of 25 may take it that way. For me, it evokes the movie "The Producers", but only the negative parts.
If Citibank is aiming at a young market (skinheads?) the ad may work - it certainly is memorable. For the rest of us, and I assume that includes an older market segment with more disposable income, the ads are a definite turnoff. What on earth were they thinking?!?!?
Bottom line: developing an effective marketing message demands testing, testing and more testing. Don't just ask your yes-men for their opinions. Ask your mother.
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