‘Life takes Visa’ set for grand premiere

There are a bunch of stories today about Visa’s new branding campaign and slogan, “Life takes Visa.” The work, from TBWA\Chiat\Day, will break during the Winter Olympics. The New York Times explores the genesis of the campaign, explaining that the tagline was actually developed four years ago by BBDO. The new campaign is MasterCard-esque in its appeal to emotions. “Using snapshots of universal moments like getting married or learning to dance, Visa hopes to tug at heartstrings as much as purse strings,” says the Times story.