This thesis is based on the study of narrative, rhetorical and stylistic elements in Croatian banking services advertisements. The aforementioned elements were analyzed on a descriptive and interpretive level through the speech, image and sound code of advertisements. The purpose of the research was to identify and describe the components of creativity in Croatian banking services advertisements. This also provided a valuable research contribution in the fields of marketing and media. The research was carried out on a sample of twelve contemporary advertisements, which were thoroughly described in the thesis several times and broken down into verbal, visual and auditory codes - otherwise typical of multimedia discourse. It was established that the goals of creative advertising of this type are to show a service that is invisible, to capture the attention of viewers and to convince them to become bank customers and to use the advertised services. In order to achieve their goals, banking services advertisements apply narrative elements of a story, structure, narrator and characters, while in the rhetorical sense they mostly rely on persuasion through pathos and ethos and sometimes take into account kairos. In terms of style, their distinguishing feature is the use of numerous linguistic and visual figures.