Visa Business "Dry Cleaner"

Brand: Visa Business
Execution: TV :30 - "Dry Cleaner"
Link: click here
Target: Small Business Owners

Reviewer: David

Rating: *****

What Works:

Visa hit a home run here. It is rare to see a problem/solution ad with a clear and meaningful end benefit so skillfully use humor. This is the spot where a drycleaning store owner is sitting in the back room, pouring over bills when he sees his employee taking a ride on the garment rack. The end benefit for the owner of getting Visa Business is spending more time on his business and the permission to believe is the Visa itemized business statement. The concept is simple - put all your business charges on one card and you'll have one simple place to reconcile your bills - and believeable. The humor gets your attention - even if you are fast-forwarding on TiVo.

What Doesn't:

The only potential problem with this spot is ownability. The benefit Visa is advertising is not unique. Amex long ago touted its year-end charge summary for much the same reason. Still, Visa seems better positioned against the small business market. By virtue of its exclusivity and the higher fees it charges small business, Amex seems unlikely to be the preferred business partner for small business.

Branding Bottom Line -

A great spot that builds the brand for Visa Small Business.