DALLAS Lopez Negrete designed its latest television spot for Visa to be synergistic with the client's general-market work from BBDO, according to client vice president of marketing Nancy Friedman.
"Flechazo," which translates to "love at first sight," opens with a Latino man and woman browsing through a music and bookstore. As they both reach for the same CD, their eyes meet and they smile. They part, but meet again at the cash register with their purchases in hand.
As a voiceover in Spanish touts the advantages of the Visa Check Card, the woman hands the sales clerk her Visa as the man begins to write a check. The woman is quickly approved, but the sales clerk asks to see the man's identification. As he fumbles for it, the woman walks away, but not before she gives him a "better luck next time" look. Voice copy: "The Visa Check Card. It's more convenient than checks and much safer than cash. And it's ideal for your everyday shopping because it's widely accepted." The spot ends with the man staring at the empty door as the narrator says, "Visa. Esta donde quieres legar (It's everywhere you want to be)."
The single 30-second spot broke Thursday on Spanish-language network and cable stations and will run through October. Radio is running in spot markets, including Houston and Miami.
Shop president Alex Lopez Negrete said the effort marks the first time the Houston agency is breaking a "Hispanic interpretation of the brand." Past work has promoted the benefits of credit and debit on behalf of Visa. "Now we're moving on to what the big brand should be doing and it's an evolutionary step," he said.
Omnicom Group's BBDO in New York began its current campaign for the Visa Check Card, which includes celebrities and uses a humorous tone, more than five years ago. While those spots promote the convenience of the cards over checks, the new Hispanic work also touts that the cards are safer than cash.
"There's quite a span in terms of how Hispanics use financial products, but there's certainly a group that's much more comfortable with cash," Friedman said. "Our goal is to take share from cash and checks and there's a huge opportunity in general for telling people this is safer than cash."
Campaign spending is undisclosed. Foster City, Calif.-based Visa spent $4 million on Hispanic network TV through June 2003, per Nielsen Monitor-Plus. In that same period Visa spent $135 million on general-market media, according to the same ad-tracking service.