VISA PROMOTES VERIFICATION PROGRAM
By Adnews Staff
Toronto-based Visa Canada is promoting its new Verified by Visa service with a 30-second television commercial. The ad is the latest creative in the "If Life Were Like That" advertising campaign which broke in January. The Verified by Visa service will be introduced by Visa member financial institutions later this year. The service will require users to enter a password confirming their identity when using a credit card online. The 30-second television ad depicts a man about to make an online purchase. He clicks the "buy" button and a window opens asking him to verify his identity. He leans forward and sticks his head into the computer. His head emerges from another computer in a call centre. The woman at the computer asks her co-workers if any of them know the man. One of the co-workers says, "Ya, that's Gary, he's in my hockey pool." The tagline is, "If Life Were Like That, You Wouldn't Need Verified by Visa." The ad is running nationally in English and French. Print and online ads will break next month. Advertising for Visa is done by Leo Burnett. Public relations are handled by Thornley Fallis Communications.