VISA BEGINS CAMPAIGN OF THE UNEXPECTED
By Adnews Staff
Visa Canada is focusing on unexpected moments when it helps to have a Visa card in a new advertising campaign breaking this week. The first spot in the campaign, called "Business Trip," promotes the Visa Gold card. In it, a wife drives her husband to the airport for what she thinks is a business trip. When she asks her husband where he is going, he says "Paris" and asks if she wants to come along. The spot ends with the line "When you need a one way ticket out of the doghouse" and Visa's "All you need" tagline. The 30-second ad is running nationally in English and French. The television advertising will be accompanied by print advertising in consumer magazines. Over the next year new executions using the "The When's of Life" theme will be released to promote other Visa cards. The campaign was created by Leo Burnett.