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CIBC breaks credit card campaign

CIBC has begun a new campaign promoting its Dividend Visa Infinite credit card. The national campaign consists of television commercials, online video and social media content. The creative focuses on how the cash-back benefits of the card can fund the user’s hobbies. The television commercial, filmed in the style of an 8mm home movie, depicts a young girl taking photographs with several cameras, while her older self describes her desire for a professional camera, which she can purchase with funds from her use of the credit card. The campaign was developed by Juniper Park TBWA, with media work by MediaCom. It will run until the end of the year, with additional executions being released over time highlighting additional hobbies.

“By tapping into happy memories of hobbies or passions that may have been on the backburner in recent years, this spot demonstrates that the cash back from the CIBC Dividend card can be used for something that makes you happy, whatever it may be,” said Paul Little, group creative director at Juniper Park TBWA.

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