BBDO Readies Visa Signature Launch

NEW YORK Visa USA launched its new Signature credit card in late July, and the first campaign for the product breaks tomorrow during the opening ceremonies of the Olympic Games on NBC, the company said.

Signature is designed to compete with the American Express Gold card by offering exclusive services to affluent cardholders.

All three spots for the Signature card, created by Omnicom Group’s BBDO in New York, will break tomorrow.

Each opens with black and white footage of a young Frank Sinatra singing “I’ve Got the World on a String,” and then cuts to scenes of luxury products while a voiceover touts its services.

In the first, consumers learn that Signature cardholders can have tables held for them at exclusive restaurants such as Spago in Beverly Hills. In the second, they learn of special events designed for Signature golfers at the exclusive Pebble Beach course. The third touts the VIP treatment Signature provides at upscale resorts such as Le Meridien.

Each spot ends with the male v/o saying that the Signature card “might not put the world on a string, but it can put it on a card.”

Media spending was undisclosed but Visa USA spent about $300 million in U.S. media in 2003, per Nielsen Monitor-Plus.

BBDO has handled Visa USA since 1985. The new work continues the “It’s everywhere you want to be” tagline.