Visa has created a visually pleasing commercial narrated by Morgan Freeman in which he asks us when the last time was when we went to the aquarium with our daughter. The target is obviously addressed to parents between 30 and 40 with credit cards.
How to advertise a financial service such as a credit card, something that has become a routine? How can you enhance the brand equity of a company when all competitors are offering almost the same conditions and there is almost no differentiation? Through the transformation of a dull activity such as a payment into the opposite: an exciting journey. Even on a Tuesday afternoon, with a little imagination, you can escape of your routine by going to a place like an aquarium. It only takes imagination. Visa decided to use a stunning, visually exquisite commercial, with oniric images, a haunting melody by the Moody Blues and the powerful and inspiring voice of Morgan Freeman. Al these elements combined perfectly to create the sensation that, thanks to Visa, it is easier to enjoy and explore our everyday life. In fact, it ends with Morgan Freeman saying “More people go explore with Visa”. With this ad, Visa has created some associations that otherwise would be impossible to link with this service.
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