Visa and New England Patriots' Linemen Team up to Protect Tom Brady from Fraud; Visa Features Super Bowl Champions in National Television Spot to Highlight Ongoing Cardholder Security Efforts
SAN FRANCISCO--(BUSINESS WIRE)--Sept. 6, 2005--Visa USA has teamed with two-time Super Bowl MVP, Tom Brady, and his New England Patriots offensive line, in a new national television commercial. The lighthearted spot educates and reassures consumers about how Visa constantly provides multiple layers of cardholder security to protect them from fraud and to provide them with assistance in the event of identity theft.
Visa's commercial, titled "Metaphors," will launch September 8th during the NFL season kickoff game, featuring the Oakland Raiders vs. New England Patriots on ABC.
"Metaphors," compares how the New England Patriots' offensive line provides a "pocket of protection" for Tom Brady, no matter where he goes, in the same way that Visa protects its millions of cardholders with every transaction. Each lineman represents one of the multiple layers of protection Visa provides for every purchase, including Zero Liability, Fraud Monitoring, ID Theft Assistance, Verified by Visa, and the 3-Digit Security Code.
"Our security commercial with Tom Brady and his New England Patriots' teammates reassures cardholders and NFL fans everywhere that Visa is the safest and most secure way to pay," said Susanne Lyons, chief marketing officer, Visa USA. "Using the NFL's position as America's leading sports league is an ideal platform to address the issue of security and reinforce the value of Visa's products and services."
"Metaphors" offers a sneak peek into the life of Tom Brady as he goes about his daily routine: purchasing coffee, shopping online and on a dinner date, each time surrounded by his Patriots offensive line - in full uniform. Brady finally confronts them at dinner, inquiring why they follow him everywhere. The linemen explain how, as figurative metaphors, they represent the five layers of Visa security that surround him in a "pocket of protection" from fraud and identity theft. However, in a humorous ending, Brady learns, metaphors don't actually pay for dinner. At the conclusion of the spot, a Visa voiceover reassures cardholders that whenever they use their Visa card, they are also protected.
"I think it is extremely important for cardholders to know what their payment company is doing to protect them from fraud, and that's exactly what Visa is trying to communicate in this commercial," commented Brady during the shooting of "Metaphors." "Metaphors" marks the second Visa national television commercial which features the Super Bowl Champion New England Patriots. "Not in Our House," which aired during the 2004 NFL season, focused on Visa's position as the only card accepted for tickets to Patriots home games.
The "Metaphors" spot is the third in a series of national commercials on the topic of security (also "Rooftop" featuring Donald Trump and "Super Heroes" featuring popular Marvel Super Heroes), which reinforce Visa's multi-layered approach to payment card security. Visa's layers of protection include:
-- Zero Liability: In the event of loss or theft, cardholders will not be held responsible for fraudulent purchases on their cards.
-- Fraud Monitoring: Visa continually monitors accounts and will contact a cardholder's issuing bank if fraudulent activity is suspected.
-- ID Theft Assistance: Visa provides access to a 24-hour hotline to cardholders who have become victims of identity theft.
-- Verified by Visa: A personal password that cardholders create helps assure that only they can use their Visa cards online.
-- 3-Digit Code: A unique three-digit code on the back of Visa cards helps confirm the person conducting the transaction has actual possession of the Visa card during phone and online transactions.
Visa has been a proud sponsor of the NFL since 1995 and is the only card that enables cardholders to purchase tickets to the Super Bowl, NFL Pro Bowl and the NFL Experience.