Citi, Fallon Fight Identity Theft

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A woman loses her identity.
In a new campaign for Citi, Fallon/Minneapolis touts the benefits of the company's identity theft solutions by showing people who could have used them. Three new commercials show people who have been the victims of such thefts, speaking in the voices of the thieves, who describe in humorous detail the bills they've run up on the pilfered accounts.

The effort marks the first campaign overseen by group creative director John Matejczyk -- co-credited with GCD Steve Driggs -- since he joined Fallon from Goodby, Silverstein & Partners in July. It's also the first of a number of U.S. spots coming down the pipeline from British director Kevin Thomas. Award-winning agency veteran Thomas, who launched Thomas/Thomas Films in London three years ago, began to crack the U.S. market this summer by winning the Citi assignment, a test campaign for Molson out of Crispin Porter + Bogusky and other jobs, according to his U.S. rep Sandi Mollod.

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