Visa Bows Broadway, Business Card Ads

NEW YORK Visa said it is premiering the first advertising next week for two recent initiatives: its sponsorship of the touring company for the Broadway musical Movin’ Out and its new Visa Business Card.

The 30-second show TV spot breaks Monday on The Today Show and will also air on CSI: Miami, Will & Grace, The Tonight Show and the telecast of the Golden Globe Awards. The ad opens with two men driving a moving truck as the Billy Joel song, “Movin’ Out,” gets louder. The men in the front seat bang on the partition and demand quiet. The camera cuts to the action in the truck bed, where the Broadway show is actually in progress. The work is part of the “Visa, it’s everywhere you want to be” campaign.

A Visa rep said the Movin’ Out sponsorship will also be supported by print ads in regional newspapers. Sources said combined media spending for both efforts is about $10 million. Serio Coyne in New York created regional ads for the Movin’ Out promotion. The representative would not comment on ad expenditures.

The Visa Business Card spot breaks next week and showcases its rewards program to small business owners.

The work was created by Visa’s longtime agency, Omnicom Group’s BBDO in New York. BBDO West in San Francisco worked with BBDO New York on the business card ad.