VISA’s current TV commercial delivers cues, archetypal content and social psychology that blend to effect results.
The story takes place in a fantasy retail location, where a line-up of customers wait to check-out. The establishment shot features a wide palette of colours, cheerful music under and constant movement. The main character, a middle-aged female, proceeds to write a cheque–all music and movement stops–and everyone watching gasps. The archetype of movement bodes well as a metaphor for credit cards. (I’ll guess VISA extracted this representation in emotional discovery). The colour and music serve as sensory cues, that compound the effect of movement.
Social psychology, “Social Proof” as described by Dr. Cialdini, is also very present i.e. we tend to follow the crowd. VISA cleverly made the line-up long–one or two customers would not have been social proof.
Do I like making people feel inadequate lest they do as marketers wish? No, not unless it is good for them. What is wrong in writing a cheque? Nothing. You are not borrowing; yet, credit card use is borrowing. VISA builds a case for humiliation to writing a cheque in a retail environment; not the case for spending with debt.
Effective spot, but I am not a fan of credit card companies and their marketing tactics. Now let me see this effective use of media dollars with brands that we love: food, beauty, apparel, recreation, travel, retail, home improvements…
November 8, 2007 at 10:43UTC
What’s the name of the song that is featured on this commercial?