Ineffective, Very Very Very Ineffective

The Citi commercials with Victor and Roman are really great...when fast forwarding through commercials, I'll often TiVo and go back to watch them multiple times. So what's the problem? It's the contradiction perhaps between creative and effective. Look, I have no clue if I'm 100% wrong about this, but I just get the feeling that this campaign (like many others) is too creative for its own good...OTT: over the top of the consumer, average average average consumer. It's the parodox of breaking through the clutter and ROI. (more at American Copywriter)