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‘Life takes Visa’ set for grand premiere

Visa_1There are a bunch of stories today about Visa’s new branding campaign and slogan, “Life takes Visa.” The work, from TBWA\Chiat\Day, will break during the Winter Olympics. The New York Times explores the genesis of the campaign, explaining that the tagline was actually developed four years ago by BBDO. The new campaign is MasterCard-esque in its appeal to emotions. “Using snapshots of universal moments like getting married or learning to dance, Visa hopes to tug at heartstrings as much as purse strings,” says the Times story. Our friends at Adweek quote Visa marketing chief Suzanna Lyons recounting the moment when TBWA\C\D’s Lee Clow embraced the new slogan. “He walked into a room in his sandals and shorts where we had hundreds of taglines posted all over. He pointed to ‘Life takes Visa’ and said, ‘That’s a good one.’” It’s unclear if Clow was bathed in a halo of light at the time, or if music swelled. A new Web site, LifeTakesVisa.com, doesn’t seem to be active yet, but ClickZ News says it will feature “short-form videos that attempt to capture ‘little universal truth moments,’” including “one video [that] depicts guys having a pillow fight.” Guys having a pillow fight is a little universal truth moment? I had no idea. Not that there’s anything wrong with that.

—Posted by Tim Nudd

February 8, 2006 | Permalink

Comments

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Tim,

Freaking classic mimi-commentary there ...

And for the record, when Clow pointed to the winning slogan, the skies parted and a tremendous thunder clap echoed from coast to coast.

Oh, and guys fighting with pillows isn't gay. It's beyond gay.

Posted by: Dylan Barmmer | Feb 8, 2006 3:49:53 PM

Why do credit cards advertise in the first place? It's not like I've ever thought "hmmm, Visa's right. I should be using my credit card more often" or "wow, Visa is accepted at a lot of locations, but Mastercard allows me to pay for the things in life that aren't free. I'm switching today."

I mean, I understand American Express, since they charge an annual fee and need to do some actualy convincing, but aren't all credit card brands essentially the same product? I don't care what brand it is, I just want better rates and fewer fees. I bet if they didn't spend a babillion dollars on Olympics advertising, they just might be able to deliver both.

Posted by: sixtoe | Feb 8, 2006 4:02:07 PM

Part of the problem with credit card advertising, especially MC's, is showing small ticket items are purchased using the card or everyday things adding to your balance which will balloon with those rates. Why show some a-hole buying socks with his card. Use a debit card if you don't have cash. If you don't have enough money in your checking to cover socks, you shouldn't even be outside of your home.

Posted by: psymunkey | Feb 8, 2006 4:17:18 PM

They have to blow large chunks on advertising, to at least create the illusion that they are good corporate citizens and care about you.

Just like they have to spend huge chunks of money on keeping the Bushmeister in the White House.

I think Project Mayhem was right on track ... too bad Tyler Durden couldn't quite pull it off in the end.

Posted by: Dylan Barmmer | Feb 9, 2006 1:44:26 PM

I love this commercial!

Posted by: | Feb 12, 2006 12:11:32 AM

Sandles, shorts, thinking that "Life takes Visa" is a good idea? Lee has got to stop getting stoned on the job!

Posted by: | Feb 12, 2006 9:24:46 PM

Does anyone know what the music is to the commercial?

Posted by: Gray | Feb 12, 2006 10:01:02 PM

Couldn't give a rat's rear hole about the rest of the campaign. But that music IS catchy. Like Gray, I want to know who did it.

Posted by: Mark D. | Feb 14, 2006 4:48:47 AM

also be interested in knowing the background music. something with a violin?

Posted by: Joecool | Feb 14, 2006 9:16:23 PM

Someone over at adtunes.com said it is played off of Extreme's "Tragic Comic." I don't think so.

Posted by: Johnny | Feb 16, 2006 2:06:16 AM

I would like to know who the music is by as well. Please?

Posted by: Liah | Feb 17, 2006 4:13:50 PM

I believe the music, which is great, is an original track by this music house:

http://www.mo-pho.com/2006/

Posted by: Tim Nudd | Feb 17, 2006 4:58:31 PM

That's it. Thanks, Tim.
And kudos to Mophonics.

That music is the glue for the whole TV campaign.

Posted by: Mark D. | Feb 18, 2006 7:48:59 PM

That is the song, but it doesn't give credit to who wrote it or what it's called. All three songs for the VISA ads are great and I really want to know what the tracks are. Any ideas?

Posted by: Ted D | Feb 24, 2006 4:11:59 PM

fyi, I've collected most (all?) of the online variations of this new VISA campaign. Some good ones, some not-so-good ones, and a few great ones:

http://adverlicio.us/lifetakesvisa

Posted by: adverlicious | Feb 25, 2006 6:10:30 AM

Hi,
I had enough of searching and finally decided to call mophonics. I talked to a guy that said the have recieved a lot of positve interest in the music. He also noted that there is a full version of that song. He told me to write to info@mo-pho.com and express interest in it. He said that they are looking foward with releasing an album with visa or just publishing it out on the web. Just sharing what I know.

Posted by: half_ex | Feb 25, 2006 2:41:39 PM

Please just name the goddamn song! If VISA just had the credit on their site, then this whole message board would have never existed. So many honest people like myself are searching for it, so just freaking tell us! That is all.

Posted by: Daved Smyth | Feb 27, 2006 12:48:48 AM

Dear Daved (Smyth),

Mophonics is a "music house", meaning that they create music for purchase by anyone who needs music (for a commercial, movie, or whatnot). It could have been done in-house, or it could have been contract work by an outside band or individual, but it is most certain that Mophonics (or probably VISA) now own the rights.

To the point, the song (and the various versions of it) likely have no name, so you won't be able to go to Itunes and download it.

Thanks half_ex for the update. I would def like to hear more from whoever DID do it. Hopefully we will. Keep us posted...

Posted by: Mark D. | Feb 27, 2006 4:31:16 AM

yeah but there's still no way to hear the music without the visa commentary

Posted by: B | Feb 27, 2006 6:15:42 PM

does anyone know who the print photograper is?

Posted by: eg | Mar 2, 2006 6:17:00 PM

Based upon the information on Adtunes, I bought the "III Sides to Every Story" CD. I can say that "Tragic Comic" is definitely NOT the origin for the "Life Takes Visa" tune. The introduction to "Rest in Peace", on the same CD, most definitely was the inspiration, though.

Posted by: G | Mar 3, 2006 2:59:50 PM

if you go onto http://www.mo-pho.com/2006/, it says that the Life Takes Visa commercial music is to be made available soon

Posted by: B | Mar 3, 2006 3:36:09 PM

I'll put you out of you misery. Go to Itunes it's called Breathe by Telepopmusik(accent over the two e's). Please note you will need the Remix by 2 Square version.

Posted by: Mazza | Mar 7, 2006 10:50:44 AM

no. no it's not

Posted by: B` | Mar 7, 2006 7:39:57 PM

If you are looking for the music for the life takes visa commercial (like the commercial of the guy holding the coffee and it says "life takes talent"(theres a pic of it above))it is sung by nicki blitz and joey ryan. ego trips.
if that helps

Posted by: abb | Mar 11, 2006 9:42:06 PM

Hi!
I don't know which one of the commercialsongs you're looking for, but the chill house song is, as mentioned, made by Telepopmusic and is one the album Generic World and the song name is Breathe.
This information is from VISA Norway: http://www.visa.no/ny/visa/aktuelt/article.jhtml;jsessionid=WPEFEDCWJ5IOSCQBAQBCFEQ?articleID=12745
Enjoy

Posted by: Kristoffer Brinchmann | Mar 28, 2006 1:44:16 PM

To correct Kristoffer, the Telepopmusic album name is Genetic World, not "Generic".

Cheers!

Posted by: gogogadgetearl | Apr 2, 2006 8:36:02 PM

Hey, does anyone know the name of the new the song in the new visa commercials...it is kind of an electronic or techno genre...

Posted by: Mike | Apr 3, 2006 8:19:08 PM

If it's the song I think your thinking of it would be Afrika Bambaataa - Looking For The Perfect Beat.

Posted by: SjN | Apr 5, 2006 11:53:12 PM

yes that is the song thank you very much

Posted by: mike | Apr 8, 2006 9:14:06 PM

yes, Afrika Bambaataa, Looking for the Perfect Beat. That is the song everyone is looking for. Old school all the way.

Posted by: Ken | Apr 16, 2006 1:23:40 AM

That beat is hot! I would like to know also who music is that. I heard it was from an ol'school band back in the 80s.

Posted by: Kendra | Apr 17, 2006 3:48:25 PM

More specificly, it's "afrika bambaataa - looking for the perfect beat"

I love it!

Posted by: john | Apr 22, 2006 10:27:25 PM

I think one of the songs are called "Holla at Me" by DJ Khaled

Posted by: B | Apr 28, 2006 6:43:11 PM

THANK YOU SjN that techno song has been stuck in my head for so long and i've been dying to know the name of it THANK YOU SO MUCH!!! yay for afrika bambaataa!!

Posted by: m | Apr 30, 2006 3:57:10 PM

Does anyone know the song for the first "Life takes Visa" commercial with the background music with something with a violin?

It's not Tragic Comic or Breathe.

Does anyone?

Posted by: depotman34 | May 10, 2006 1:49:19 AM

you retards.

Posted by: ihateyou | Aug 3, 2006 1:07:56 AM

i know you want to know what it is ihateyou

Posted by: jonbob88 | Aug 14, 2006 11:42:01 PM

Does anyone know the name of the song for the new visa business commercial? It is the one with a bunch of post-it notes flying through the air, some sort of folk guitar with harmonic singing. I love it!

Posted by: Jeff | Sep 25, 2006 6:31:38 PM

The lyrics start out "I can't wait to get back to you, I'd jump a crowd, I'd steal a wave......" I wanna know the name of the song too

Posted by: Sue | Sep 26, 2006 4:55:07 PM

Yeah I'm with you guys I really want to know that song......been looking for it all over and cannot find it. When I first heard it I thought it sounded like Beck but no luck with that search. However he does have a new album coming out next week.

Posted by: Kevin | Sep 30, 2006 1:25:45 AM

i want the same song as jeff lol...:S

Posted by: colin | Oct 1, 2006 8:31:52 PM

The artist is Christopher Faizi and the music was created specifically for the spot. Unfortunately it's not available on iTunes

Posted by: Paul | Oct 4, 2006 8:06:05 PM

I came here looking for that same song in the Visa post-it/forest commercial. Here's Christopher Faizi's MySpace page:

http://www.myspace.com/christopherfaizi

...and from his news section:

"9/06 :: i just wrote a new piece of music for visa business. the spot is called 'paper forest' and has some cool effects. it's all about conservation and has all these papers flying back to the forest (where all the trees are made of paper). might be turning this into a full length song too. be on the lookout... it's already airing!!"

...so check back there to see if you can get the whole song sometime.

Posted by: Reid | Oct 8, 2006 12:52:29 PM

Christopher, you gotta finish that song!!!!!!! It's absoulutely fantastic! I've been checking out the posts since Sept. 26 waiting........

Posted by: Sue | Oct 10, 2006 10:55:20 PM

Sounds like a Beck ripoff without the character.

Posted by: Jason | Oct 11, 2006 11:09:48 PM

google "Chris Faizi" and click on his myspace link.

read his latest blog - it appears the whole song is not yet available.

visit visa.com and click on "view our new advertising" to view the commercial.

Posted by: benn | Oct 17, 2006 11:22:33 PM

Sounds like what Sue said....Beck-esque.

Posted by: austinrat | Oct 29, 2006 8:14:54 PM

I meant Jason....sorry.

:(

Posted by: austinrat | Oct 29, 2006 8:15:57 PM

last year there was a vsa commercial, in which a couple gets married adn has a kid or something like that.. in the son the guys says something like whe i was fifteen (something happens i dont rememeber what) the he was married by twenty one.. and says some more stuff... i would like to know if anybody knows the son or the artist please!!!

Posted by: christina | Oct 31, 2006 1:38:02 AM

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