BBDO: Small Business Is Better With Visa

LOS ANGELES A playful television commercial promoting the Visa Business Card will break nationwide today, according to a representative for its creators, Omnicom Group’s BBDO West.

The 30-second “Dry Cleaner” spot is the initial release in Visa’s latest small business-targeting campaign, the rep said. Via the agency’s San Francisco office, components will also include print and radio ads meant to address the efficiency, payment and cash flow needs of businesses with less than $25 million in annual sales.

In the commercial, the clean-cut, starched-collared owner of a neighborhood dry cleaning shop crunches accounting numbers in his office, his desk piled high with bills and receipts. A series of high-pitched “yow” and “hee-hee” sounds draw him away from his calculator and toward the cleaning facility, where a young male employee has fashioned a customer’s dressy powder-blue overcoat into a full-body, cleaning carousel swing.

“I’ve gotta get out of that back room,” mumbles the glassy-eyed store owner, shaking his head in disbelief.

“Spending too much time on paperwork?” a voiceover asks. The spot goes on to explain that the Visa Business Card “can do everything you need to run a better business”—including putting an end to constant check writing, and keeping employees from having too much fun with expensive clothes.

Campaign spending is undisclosed. San Francisco-based Visa spent $37 million on small business card advertising in 2004, per Nielsen Monitor-Plus. That year’s campaign focused on the “Visa Extras” rewards program.

In a commercial consumption index by Visa USA, released last week, the company reported that small business spending currently accounts for one-third of all U.S. business expenditures. Since 2000, Visa’s small business-service usage has increased by 33 percent annually.