New Visa ad campaign for Apple Pay starts today in the UK with ‘anticipation’ theme [Video]


Apple seems to be working hard with its card company partners to promote Apple Pay in the UK. Alongside a MasterCard promo offering free travel in London, Visa Europe is today launching a two-month long ad campaign designed to emphasize the speed, ease and reliability of the service.

Featuring a central theme of anticipation, the campaign uses imagery that captures the pause before a primary action – the weightlifter before pressing the lift, the pianist before striking a chord, the chameleon before making a strike – the scenes then snap into the dramatic conclusions as an analogy to how fast, easy and reliable using a Visa card in Apple Pay is in everyday situations such as paying to use the Tube or in a café … 

The ads will be broadcast on TV and also shown as promoted videos on social media.

Visa has prepared two versions of the first ad, a London-centric one with a commuter and a rest-of-UK one substituting a cafe for the tube.

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  1. PhilBoogie - 7 years ago

    Well that was a funny one!

  2. betamaxbanditiii - 7 years ago

    It would be nice if they spent more money actually making it reliable before advertising that it’s reliable. Nobody uses Apple Pay on the tube during the rush hour, and it only works about half the time in shops

    • Darrell Pringle - 7 years ago

      That’s subjective experience, on the flip side… I use it on the tube once a week and in multiple shops everyday and it works flawlessly!

    • John Smith - 7 years ago

      Use it every day, at least for my car parking + occasional sandwich etc purchases + once/twice each weekend.

      Never had a problem.

      One thing I did notice: there is a timing thing – watch the card reader display and make contact when the reader is ready.

      Will be more than pleased when I see more of the full on ‘apple-pay’ – rather than just mimicking contactless – without the £30 limit

    • iJoéL (@J18Way) - 7 years ago

      I’ve been solely relying on Apple Pay for the past 1 and a half months. I never carry cash in my wallet. I have yet to find a place that I frequent that doesn’t offer contactless payments. It’s definitely fast and i’ve never had an issue with it.

  3. Inaba-kun (@Inaba_kun) - 7 years ago

    Although ironically Apple Pay is slower and less convenient than a regular contactless credit card. If Apple Pay had no transaction limit things would be different, but that appears to still be a very long way off.

    • Ben Lovejoy - 7 years ago

      I find it quicker and more convenient, personally. Double-tap side button on watch versus reach into pocket, pull out wallet and open flap (to isolate the card I want to use from the ones I don’t), then putting it away again.

  4. Dariusz Więckiewicz - 7 years ago

    Don’t understand this Ad. What’s going on with VISA, if that only type of card pay that can be used and using of Apple pay rather relate to bank not a card issuer? Like in UK, so what that I have Visa card if my bank Barclays doesn’t support Apple Pay…


Avatar for Ben Lovejoy Ben Lovejoy

Ben Lovejoy is a British technology writer and EU Editor for 9to5Mac. He’s known for his op-eds and diary pieces, exploring his experience of Apple products over time, for a more rounded review. He also writes fiction, with two technothriller novels, a couple of SF shorts and a rom-com!

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