Dramatic Flair or Crock?
Tonight while having a glass of wine with a friend, we happened to glance at the TV during a commercial, and she proceeded to rant about how the spot was a total crock. It was one of those “Life Takes VISA” spots where the world of commerce is proceeding at a smooth clip until one customer in line pulls out cash — or heaven forbid — a check. Then the music goes off key, other customers in line gawk and smooth is interrupted with awkward.
Sam was ticked and ranted that the spot was condescending. I argued that it was insightful and, while a bit dramatic and over the top, it is based on a kernel of something many customers experience. Including me.
Recently in a check out line at Target, I was behind a women who wrote a check. And she didn’t start writing it (she didn’t even get her checkbook out of her purse) until the checker had completely finished ringing up everything. So I stood there and waited. And waited. And waited some more as the women neatly put her wallet and checkbook back in her purse. Blocking the POS machine. Meanwhile the checker had almost finished my order and was giving me that eye roll look. And the women was still standing there organizing her purse. And while I didn’t go as far as tapping my foot or anything, I’m pretty sure I gave my husband that “how annoying” look as well. And I definitely remember complaining as we left the store about how some people are soooooo slow.
Until tonight I never gave the campaign much thought because I inherently got and connected with the … “because money shouldn’t slow you down” premise. (I’m a very impatient person.) Yet the thought that Visa has the audacity to claim it has become “better money” because of convenience and security… and saying that using cash is inferior is…well arrogant.
So Sam, chalk one up to you for pointing it out. But next time, I pick the wine.
This post was written by: Kim Mickelsen