By now, you've probably seen the Citi ad where the woman and her boyfriend escape their urban lives for a climbing adventure.
And, if you're like me, you yelled at the television when you saw the woman climbing red rock spires with the curve of a river in the background. The adventure scene was filmed in Utah. One article says the woman is climbing Fisher Towers near Moab.
Not everyone is impressed with the ad. And the criticism has nothing to do with the commercial's ability to affect spending.
Betsy Hart, a columnist for Scripps Howard News Service who writes on family issues, wrote this week the ad has her "climbing the walls."
Hart doesn't like what the ad says about women and marriage. Or lack thereof.
From the column:
This is a tough girl who eschews those silly feminine trappings of fashion for real power — high heels for high rocks. And that rock on the third finger of the left hand? Who needs it? Especially when she has all those handy-dandy “thank you” points instead.
Well, let me offer this: Her Citi “thank you” points are not going to keep her warm at night. And they are not going to help her with the baby if she gets pregnant by the boyfriend she doesn’t think she needs to marry. Or, rather, who doesn’t think he needs to marry her. So what’s to keep him from finding a younger, more attractive rock-climber?
You probably have never heard of Scripps Howard News Service, but the company syndicates columns to a lot of newspapers and websites. Hart's column may find a lot of readers.
If the idea of any ad is to get people talking, the Citi ad may be more successful than the company dreamed.
— Nate Carlisle