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Citi:

CMO: Michelle Peluso

399 Park Avenue

New York, New York 10022

United States

Phone: 212-559-1000

Our Gallery of Winners is for educational purposes, and to give our web site visitors the chance to contact media-makers to praise their efforts. The items are mostly chosen from the U.S. mainstream media available in the last year, using an independent process. Please submit your picks on our Contact page.

Citi’s “Thank You Card” Commercial Climbs Its Way To The Top

Questions to Consider:

• How does this vision of women differ from what we often see in advertisements?
• What do YOU find empowering about this commercial?

What We Think:

Citi’s “Thank You Card” commercial features the American female rock climber Katie Brown summiting the top of Utah’s Ancient Art Peak. In the commercial, she gets dolled-up for a trip with her boyfriend, but not in make-up and dresses…  Instead, she buys a belt, nylons, and new shoes (mind you, all for climbing) to go summit a spiraling, dizzying rock tower. And, better, her boyfriend supports her climb all the way to the top.  We love this commercial because it sends out the message that femininity and girl power come in all different forms: it doesn’t take flowery accessories, pantyhose, and high heels to constitute an empowered, ambitious woman who can climb to the top of the world.  Good job, Citi for showing us what real female empowerment looks like. – Chelsea Johnson

Where We Saw It:

Started December 2011, still showing as of May 2013

What Do You Think?