Saatchi & Saatchi has created two 40-second commercials for Visa, which position the brand as the payment method of the future.
In 'desert', two nomads survey their isolated surroundings before one asks the other what she wants to do that night. She favours the movies, and the two order and watch Singing in the Rain on special virtual glasses, while using a futuristic Visa retina recognition payment system.
'Jogger' sees a Japanese tourist getting lost in a foreign city. He buys a pair of satellite navigation shoes to help him get back to his hotel.
The endline for both ads is: 'Whatever the future holds, the future takes Visa.'
The campaign breaks this week in the Granada region before it rolls out nationally. It has already run in France, Germany and Portugal.
Saatchis' managing partner, John Rudaizky, said: 'The power of the campaign lies in helping consumers to understand that Visa is dedicated to finding new ways to make consumers' lives easier when it comes to payments.'
He added that since Saatchis' repitch for the Visa account in 1998, the senior vice-president of European brand management, Karen Hughes, had been working to build Visa's growth both on- and offline.
'The TV ads are part of a completely integrated approach to owning the future of payment for Visa,' Rudaizky commented, adding that consumer response to the campaign in Europe had been 'outstanding'.
The ads were written by John Pallant and art directed by Ajab Singh.
They were directed by Samuel Bayer through Serious Pictures. Media planning and buying is by CIA UK.
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