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Citi Commercial Script & Lyrics
Watch: Citi Premier “Rock Climbing” Ad
Plain Talk: About the Music
The soaring, whistle-infused anthem driving this Citi commercial is “Into The Wild” by the American indie-pop artist L.P. (Laura Pergolizzi). Originally released in 2012, the track’s raw energy and unique vocal range helped it go viral after being featured in this campaign. The song’s theme of untamed exploration perfectly mirrors the ad’s subversion of expectations—swapping a “diamond rock” for a real mountain peak.
Citigroup Inc. traces its modern roots to October 8, 1998, following the massive merger between Citicorp and Travelers Group, though its foundational history in New York goes back over 200 years. This commercial for the ThankYou Rewards program highlights the flexibility of Citi’s points system, focusing on “experiences” over material goods. By using L.P.’s indie sound, Citi successfully shifted its brand image to appear more adventurous and modern.