It’s All About the Money in CP+B’s PayPal Super Bowl Spot

By Patrick Coffee 

Back in July, CP+B L.A. was a little shy about its big PayPal win–but in December we learned that the MDC shop would be taking its newest client to the Big Game, and now it’s time to shine some stadium lights on every Libertarian’s favorite way to pay for stuff since bitcoin has gone the way of the Rand Paul 2016 campaign.*

In the :45 set to run during the game’s first quarter, PayPal reintroduces itself to a public that may know the company as an eBay property with sketchy UX.

It’s a dichotomy: real money is lame and electronic money is sexy; old money is analog and new money is digital…you get it.

Thus begins a global campaign under the “New Money” heading–and head of brand marketing Greg Fisher tells Adweek:

“It’s a moment to reintroduce ourselves to the world and to share a “vision for the future of money.”

The anthem ad was directed by super-hip Nabil Elderkin, who has photographed Nelson Mandela, helmed music videos for Alt-J, Foals and Kanye, and directed some of those R/GA Beats by Dre ads.

In order to further prove that it’s back and better than ever, PayPal has enlisted “Fox Sports broadcaster and co-host of ABC’s Dancing With the Stars” Erin Andrews for a Twitter trivia contest in which Super Bowl viewers can win $500 to spend anywhere on the world wide web…as long as they can remember their PayPal passwords.

CREDITS
Client: PayPal
Agency: CP+B LA
Executive Creative Director: Kevin Jones
VP/Creative Director: Robin Fitzgerald
Senior Art Director: Mike Wilson
Senior Copywriter: Chelsea O’Brien
VP/Director of Content Production: Kate Hildebrant
Sr. Integrated Producer, Video: Ian Kelly
Jr. Producer, Video: Jessica Piele
VP/Executive Business Affairs Manager: Rebecca Williams
Jr. Business Affairs Manager: Taylor Tsuji
VP/Account Director: Laura Likos
Content Supervisor: Georgette Young
Content Manager: Sasha Rawji
Executive Strategy Director: Benny Thomas
Associate Director, Planning: Steven Garcia
Project Manager: Catrina Cosculluela
International Production Company: Reset Content
Director: NABIL
Executive Producer: Jeff McDougall
Producer: Deannie O’Neil
Director Of Photography: Rik Zang
1st Assistant Director: Steven Camendy
South African Production Company: Gatehouse Commercials
Executive Producer: Bev Wynne
Producer: Torben Bülbring
Production Manager: Laila Shrand
Production Coordinator: Kim Fowler
Finishing & VFX: a52
Lead Flame Artist: Urs Furrer
Flame Artist: Christel Hazard
CGLead Artists: Kirk Shintani, Andrew Romatz
CG Artists: Manny Guizar, Paulo de Almada
Colorist: Paul Yacono
Color Assist: Chris Riley
Art Director: Leanne Dare
Designers: Krystal Sojo, Lyn Cho, Jon Forsman
AE Animator: Trix Taylor
Producers: Andrin Mele-Shadwick, Heather Johann
Executive Producer: Patrick Nugent
Head of Production: Kim Christensen
Managing Director: Jennifer Sofio Hall
Editorial Company: Rock Paper Scissors
Editorial Executive Producer: Angela Dorian
Editorial Producer: Kevin Gottlieb
Editor: Damion Clayton
Assistant Editor: Mike Spagnoli
Audio Studio: Lime Studios
Audio Executive Producer: Susie Boyajan
Audio Mixer: Mark Meyuhas
Audio Mix Assistant: Peter Lapinski
Music: Demi Lovato “Confident”
Music Editorial: Hum Music

*We know bitcoin is not really dead. Now please continue to argue with other South Park fans on Twitter about whether all forms of taxation are unconstitutional.

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