VISA ADAPTS SPOT TO SUPPORT PENGUINS CAUGHT IN OIL SPILL
By Adnews Staff
Toronto-based Visa Canada has adapted one of its television commercials to aid the cause of some African penguins caught in an oil spill that occurred June 23 off South Africa's Western Cape. Visa is promoting the rescue efforts of the International Fund for Animal Welfare by tagging the commercial with a toll-free number. The spot, called "Penguins," features the same type of birds caught in the spill. Visa is running the spot over the next four weeks in English Canada only, inviting viewers to call the number for more information on how to help IFAW's rescue. "We are pleased that we were able to adapt our television ad and use our media presence to help broadcast the plight of these birds," said Brenda Woods, vice president of marketing at Visa Canada. The original television spot, which began running in April promoting Visa Gold, depicts a family's trip to a beach. While there the family is unexpectedly visited by a group of penguins. As the family members wave goodbye to the penguins, they don't realize one of the birds has made off with their Visa card. Visa worked with its advertising agency, Leo Burnett Co. Ltd. of Toronto, to adapt the spot.