Citizens Bank - Brand TV 2025
After launching Two Cents last year, a light-hearted campaign about the constant stream of everyday financial advice, Citizens Bank needed to evolve the story to focus on what people really need: thoughtful guidance from someone who knows what they’re doing.
Whether you’re actively seeking advice or already have a relationship with Citizens, the new campaign shows how real advisors help make sense of your money—with empathy, and a human touch.
From a man searching for answers to life’s biggest financial questions, to families adjusting on the fly as new priorities emerge, to business owners balancing personal passion with real-world expenses, to a woman who finally found the expert that mattered on her path to early retirement—the message is the same: Citizens is here to help you get ready for what’s next.
The campaign will also come to life across channels beyond TV, including digital, social, and in-branch touchpoints—meeting customers wherever they are on their financial journey.