Chase touts Apple Pay partnership with new television ad
Major U.S. bank Chase on Monday unveiled a new television advertisement prominently featuring Apple Pay, the latest of Apple's partners to leverage the mobile payment system in a bid to attract consumers.
The ad -- in which Apple was heavily involved according to AdAge -- follows members of an indie band as they prepare for a show by making purchases with their Chase Freedom card through Apple Pay. One gets a haircut, for instance, while another has his guitar tuned.
Apple advertising chief Phil Schiller personal gave the go-ahead for the spot after seeing storyboards and meeting with members of Chase's creative team, Chase marketing executive Susan Canavari told the publication. The Cupertino company was primarily concerned that Apple Pay was depicted properly and realistically.
"We spent half day with them in Cupertino and they're storytellers," Canavari said.
"Our concepts went to Phil, our storyboards went to Phil and someone from the brand team was on the shoot, so they were involved there too," she added. The establishments featured in the ad are actual Chase partners, and the bank worked with them directly to update their point-of-sale terminals to accept Apple Pay.
The spot is set to run in 30-second slots on ABC, CBS, ESPN, Fox, and NBC during "prime time TV shows, sports broadcasts and holiday specials throughout the season."
The ad -- in which Apple was heavily involved according to AdAge -- follows members of an indie band as they prepare for a show by making purchases with their Chase Freedom card through Apple Pay. One gets a haircut, for instance, while another has his guitar tuned.
Apple advertising chief Phil Schiller personal gave the go-ahead for the spot after seeing storyboards and meeting with members of Chase's creative team, Chase marketing executive Susan Canavari told the publication. The Cupertino company was primarily concerned that Apple Pay was depicted properly and realistically.
"We spent half day with them in Cupertino and they're storytellers," Canavari said.
"Our concepts went to Phil, our storyboards went to Phil and someone from the brand team was on the shoot, so they were involved there too," she added. The establishments featured in the ad are actual Chase partners, and the bank worked with them directly to update their point-of-sale terminals to accept Apple Pay.
The spot is set to run in 30-second slots on ABC, CBS, ESPN, Fox, and NBC during "prime time TV shows, sports broadcasts and holiday specials throughout the season."
Comments
Is that supposed to be ",and they're storytellers" or "and their storytellers"?
Conclusive evidence of how valuable Apple Pay is for banks.
Conclusive evidence of how valuable public relations is for businesses in general.
But it's still nice to see a bit of counter-surge to the ?Pay competitors.
I hope the edited 30-second spots play up the relevant parts. A tag line about never touching your wallet again or worrying about credit card fraud, or something, would be nice.
Despite Apple itself touting it well, people I talk to seem mostly clueless
about the revolutionary security level of ?Pay, even though it's what everyone claims to want most
in these transactions...or maybe I simply live in a hopelessly provincial little 'backwater'.
I think you nailed it at ... ''...people (I talk to) seem mostly clueless". That would hold true for any topic anywhere on planet earth.
Conclusive evidence of how valuable Apple Pay is for banks.
Exactly. I'm not going to spend MORE money just because I'm using my iPhone instead of my actual card. In fact, I doubt anyone will actually shop more just because they can tap their iPhone. It's really more like swapping one credit card for another, except the new one is more secure.
The banks know they won't get people to spend more. But they do know the chances of fraud will go down with Apple Pay, and this is where they're going to save money. And this is the real reason why banks are promoting Apple Pay.
Chase seems to be only half heartedly committed to ApplePay.
That is, you can use your Chase Visa card with ApplePay, but not your Chase MasterCard. Why is that?
Odd that they'd pay for an advertisement touting ApplePay when they themselves are not fully committed.
True indeed. Anyone happen to know what the annual loss to fraud is in the USA alone? I just looked ... $190 BILLION! Apple should ask for a finders fee ...
The latter comment is definitely on the money, all puns intended. Profit comes from either more sales or reducing costs. In this case fraud.
As for the former. No, in total you won't spend more money but the banks are hoping you'll spend more via their cards. Rather than cash or using your Debit card. It's not uncommon for folks to have credit cards from banks other than their primary. So banks like Chase are pushing this because they want you to use their card, not someone else's.
They're also pushing it to make sure they're in #1 default place on your Apple Pay iPhone above all others.
Here's an ad that got pulled:
[VIDEO]
[URL=http://www.theverge.com/2014/11/23/7271617/sonys-pulled-ps-vita-ad-is-embarrassing-for-everyone]The Verge[/URL] tells me it's allegedly from the same ad agency that created this:
[IMG ALT=""]http://forums.appleinsider.com/content/type/61/id/52741/width/500/height/1000[/IMG]
Exactly. I'm not going to spend MORE money just because I'm using my iPhone instead of my actual card. In fact, I doubt anyone will actually shop more just because they can tap their iPhone. It's really more like swapping one credit card for another, except the new one is more secure.
I'm not so sure, especially in the beginning. All I've read is about people going to different businesses to try it out. To me this means they wouldn't necessarily be shopping at that store on that day but today they are going there just to try out ApplePay. Banks know that people spend more money when using credit card, that's why so many people are in financial trouble (the banks supply the drugs and we joyfully take them, and take them, and take them). I can't wait for the day when I can skip the checkout and simply tap each thing I buy or hold my phone next to my cart and let it find everything. I hate lines and if there's a long line and I have only a few items, many times I'll just put them back and walk out of the store. I'm not alone so anything to speed up the checkout will make people happy and happy people spend more money. :-)
Can't watch the ad since I don't have Flash installed. Whatever.
Here's an ad that got pulled:
The Verge tells me it's allegedly from the same ad agency that created this:
Phil, the video shows up as HTML5 for me. I liked the ad you included but was expecting it to be about ApplePay. It's better than those stupid Viagra and Cialis ads. I'm wondering where they dug up the lampshade iMac.
ROFL ... had to send this to every male friend I have. That's what I call brilliant marketing ..viral. Being pulled was no doubt planned ...
Apple Pay also works with debit cards, so I'm not sure how it's going to get people to use credit cards more.
That's awkward. I'm behind my Mac, no Flash installed, and it displays "missing plug-in". Setting the User Agent to an iPad (or phone/pod) doesn't fix it. So I went to YouTube (what a site!) which didn't help: the search result gave me a 90 second clip, which started to buffer perpetually after playing for 5 seconds.
Anyhoo, Viagra ads: men normally do pushups with two hands, strong people do them with one. Viagra users: "look ma', no hands, I'm using my head"
[VIDEO]
(I hope the video works; the preview on this site tells me an error occurred)
edit: Oh Flash all hell, just YouTube on "viagra push up"
Conclusive evidence of how valuable Apple Pay is for banks.
Which is also why CurrenC is going nowhere. People use credit these days; they will not want to have their banks accounts directly accessed, especially when they are near empty.
They'll love this one as well:
[VIDEO]
I do think these 'banned ads' were never banned: they simply were created either by some other company/people or never intended for ad usage.
Oh for crying out load: it's the famous MasterCard banned ad: "For everything else, there's MasterCard"