With a bad economy, Visa had been affected by a falloff in consumer spending, and a reduced advertising budget. Visa wanted an ad campaign to promote the fact that the card is globally accepted, convenient, and reliable, and gives you a safe and easy way to pay for the things you wish to enjoy now—not at some future point in time.
A series of colourful magazine and newspaper ads depicts people enjoying the products or services they are able to enjoy without putting them off for a long time. The creative messaging was not about spending more, but about using Visa for those things that are important to you. The theme highlights the superior value Visa delivers versus cash – including more security, more control and more convenience.