Citifinancial TVC

A TVC about balance transfer again. The competition of balance transfer is so keen that every financial institution is trying to share a spoonful of this business. Promise, UA, Prime Credit and this Citifinancial ... you name it. All of them have put up advertising before. On one hand, when everyone is advertising about almost the same thing, it takes real creativity to cut through. On the other, however, good creative ideas are getting exhausted as most of them have been used before. I don't want to be over-critical but I guess this TVC runs into such problem. A chemistry analogy ! I don't dare to say it's not a creative attempt. But isn't the association a bit too distant ? If an arena is so overcrowded with competition, we need think about whether we want to be in at all. Either your proposition is unique and better or you have a lot of money to advertise. Otherwise your chance of winning a meaningful share is slim.