Visa USA launched its "largest NFL promotion" with a
"quirky TV spot" from BBDO, Worldwide, Sunday, as part of an
estimated $50M integrated marketing effort, according to
Laura Petrecca of AD AGE. The $50M budget "represents about
one-sixth" of the company's annual U.S. ad spending. This
year's campaign, which includes three TV spots as well as
promotional, print, radio and online components, highlights
"overzealous fans instead of focusing on football players"
as the company's NFL ads have in the past. One TV spot
"features a pregnant woman scouring a paint store for the
perfect orange tint" to be used "side by side with blue
stain to create the ideal" Broncos face paint. Another spot
"shows an elderly woman buying a welcome-to-the-neighborhood
cake" for the Browns. Visa VP/Advertising Matt Biespiel,
whose company is in its fifth year as an NFL sponsor: "Over
the last four years, we've seen gains in how NFL fans rate
Visa and how they perceive it as the best brand ... in the
category." Visa "examined the possibility of" MLB and NBA
sponsorships, but "decided to pass." Biespiel: "The NFL is
really the nation's No. 1 spectator sport. ... All of our
research and investigations said the NFL was the best
property to be associated with" (AD AGE, 8/30 issue).
