PayPal Embraces ‘New Money’ in Super Bowl Ad Debut – Wall Street Journal
PayPal is making its Super Bowl debut this Sunday with an ad titled “There’s a ‘New Money’ in Town” that promotes its vision of the future of money, while taking aim at traditional financial systems.
“There’s a world that is slowly but surely being dominated by the explosion of mobile and software,” said PayPal Chief Executive Dan Schulman. “That offers a tremendous opportunity to reimagine basic consumer financial transactions in many ways and to think about how might technology democratize money.”
The ad’s message aims to show that “technology can play a tremendous role in reaching the billions of people around the world that are outside the financial system,” Mr. Schulman said. “That’s a very inclusive vision of what new money can be.”
The 45-second big game spot, set to Demi Lovato’s song “Confident,” juxtaposes the stodgy characteristics of “old money” against the more innovative facets of “new money” systems like PayPal. The ad portrays old money as paper bills, banks that close at 5 p.m. and institutions “stuck in the past.” In contrast, new money represents progress, is always open and is inclusive of “all people.” The spot also unveils the company’s new tagline, “PayPal is new money.”
The Super Bowl ad, created by ad agency CP+B LA, marks the launch of PayPal’s first major marketing campaign as a stand-alone company since it was spun off from eBay last year.
While PayPal’s previous marketing pushes have focused more on its product, “this is the first time we’re really focusing on building our brand and making sure that people understand who we are and what we’re doing to help transform money,” said Greg Fisher, vice president of global brand marketing at PayPal. The company wanted to convey how PayPal improves people’s lives when it comes to their money in a “very big and bold way,” he said.
Source: Google News Super Bowl Commercials
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