Citibank 'poet' by Fallon
Citibank has launched four TV spots created by Fallon/Minneapolis to be broadcast exclusively at US colleges and universities on MtvU. The spots are titled "poet", "lefty", "slap" and "degrees" and feature a witty talking hand and specially composed music, including a human bead-box. In the "poet" execution, the hand sings "This one's for you" and tells students how five points for every dollar will be added on when you buy "music that makes you sizzle like bacon" and "even for those heavy books". The campaign ends with the strapline; "Rewards for what you already buy".