VISA BREAKS NEW TELEVISION CAMPAIGN
By Adnews Staff
Toronto-based Visa Canada began a new television campaign on Dec. 23 called, "If Life Were Like That...You Wouldn't Need A Visa Card." The campaign, created by Leo Burnett of Toronto, is a follow-up to the credit card company's "Whens of Life" campaign that depicted situations in which a Visa card was helpful. The new campaign shows a Visa card helping people to live in the real world. The first 30-second commercial, called "Water Park," is running nationally in English and French. It promotes the Visa Classic card. It takes place at the entrance to a water park. A vendor says that admission is free for those under five or over 65 years of age is free. The vendor then says that admission is free for all fathers, mothers, children, pregnant women, women trying to get pregnant, those with body hair, no hair, unibrows, mullets, pot bellies and twins. The Visa Gold card is promoted in the campaign's second ad, called "Stork." The creative shows a stork delivering baby necessities. It broke in British Columbia on Dec. 30 and in Ontario yesterday. Additional broadcast and print executions for the campaign will be released through 2003.