PayPal Heralds the Age of ‘New Money’ in Its First Super Bowl Ad

CP+B spot teases vision for the future

For PayPal, the future is now.

That's the theme of the e-commerce company's Super Bowl commercial, which is set to air during the first quarter of Sunday's CBS telecast. The 45-second spot marks the brand's first big-game appearance. 

Driven by the percussive music track of Demi Lovato's hit "Confident," the ad was created by Crispin Porter + Bogusky in Los Angeles. It kicks off a worldwide campaign themed "New Money." 

"This is more than just a commercial for us," PayPal marketing chief Greg Fisher tells Adweek. "It's a moment to reintroduce ourselves to the world"—following the company's spinoff from eBay last summer—and to share a "vision for the future of money." 

In the spot, against quick cuts of bustling daily life in the big city, bold block letters proclaim, "New money is not a dirty word. New money isn't paper. It's progress." Checks, coins and bank notes are dismissed as "old money," relics of the past that hold back happiness and innovation. Images of various folks—all different ages and ethnicities—flash by for the kicker: "New money is all people … PayPal is new money."

"A great Super Bowl spot doesn't just make a splash, but also starts a conversation," said Fisher. "That's exactly what we want—to get people talking about the reality that the very nature of money has changed, and financial-service companies need to serve their needs, not the other way around."

Humanizing the concept was paramount, Fisher said. "Frankly, many people feel that the current options to move and manage money are not people-friendly," he said. "Many are left feeling as if no one has their back. As a company, we identify with this concept." So, PayPal took pains to put itself "in consumers' shoes and speak directly to them in a way that resonates." 

The ad's director, Nabil Elderkin—aka, NABIL—best known for music videos, added, "I use PayPal all the time, whether I'm buying wifi on my flights or purchasing camera equipment." So, being involved in a campaign "that gives a direct insight into how useful the product is, a product that is an actual part of my life—for me, this is a win-win," he said. 

During the game, PayPal will support the spot with a Twitter trivia contest with Erin Andrews, the Fox Sports broadcaster and co-host of ABC's Dancing With the Stars. Fans who correctly answer questions from the @PayPal account could win $500. Moving forward, the campaign will include TV, digital, social, out-of-home and experiential elements. 

"Our commercial, activations, social chatter and press coverage will hopefully help tell our comprehensive story and start the process of building a long-term relationship with the people who can benefit from using PayPal," Fisher said. "People have a lot of choices when it comes to how they manage and move their money. We understand that. That's why we're doubling down now with a Super Bowl ad only seven months into our independence."

• For more Super Bowl 50 news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.


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

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.