We had the idea to use Alexander Hamilton years before he made it to Broadway. These aired right after the banking crisis. The idea was to bring back Hamilton and all that he stood for. Hamilton formed the first Central Bank. He represented lending and American prosperity, not greed. The first principle of banking was to have principles, which few banks had during the financial meltdown. Citizens Bank could stand for all that was good in banking. The campaign ran for years and "Car Park" was one of Time Magazine's Top Ten Commercials of the year.
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