Who doesn't like money? PayPal has its doubts.
The digital payment company starts a beef with old-fashioned cash in its first-ever Super Bowl spot. Instead, it praises "new money," available to everyone, anytime.
The 45-second promo, created by PayPal’s global agency of record CP+B LA and directed by NABIL, is part of a larger "New Money" campaign launched this year to show consumers how helpful PayPal can be assisting with their finances. The campaign will be promoted in 2016 via television spots, OOH placements, social media and PR.
The spot, called "There’s a ‘New Money’ in Town," is set to air during the first quarter. It asserts that "new money" is not an insult but a progressive way of exchanging funds between all people.
"'New Money' is a celebration about the ways technology can help expand and improve financial participation and financial health for billions of people worldwide," said Dan Schulman, president and CEO of PayPal in a statement. "We want to reimagine money — enabling new ways for people to securely and affordably manage, move and spend their money."
PayPal announced that 28% of the 4.9 billion payment transactions that took place in 2015 were through on a mobile device. The company is aiming to tap into the smartphone and tablet-using Super Bowl viewership, about half of which used mobile devices during the 2015 Super Bowl, according to eMarketer, to generate more subscribers
Campaign credits
Client: PayPal
Agency: CP+B LA
Executive Creative Director: Kevin Jones
VP/Creative Director: Robin Fitzgerald
Senior Art Director: Mike Wilson
Senior Copywriter: Chelsea O'Brien
VP/Director of Content Production: Kate Hildebrant
Sr. Integrated Producer, Video: Ian Kelly
Jr. Producer, Video: Jessica Piele
VP/Executive Business Affairs Manager: Rebecca Williams
Jr. Business Affairs Manager: Taylor Tsuji
VP/Account Director: Laura Likos
Content Supervisor: Georgette Young
Content Manager: Sasha Rawji
Executive Strategy Director: Benny Thomas
Associate Director, Planning: Steven Garcia
Project Manager: Catrina Cosculluela
International Production Company: Reset Content
Director: NABIL
Executive Producer: Jeff McDougall
Producer: Deannie O'Neil
Director Of Photography: Rik Zang
1st Assistant Director: Steven Camendy
South African Production Company: Gatehouse Commercials
Executive Producer: Bev Wynne
Producer: Torben Bulbring
Production Manager: Laila Shrand
Production Coordinator: Kim Fowler
Finishing & VFX: a52
Lead Flame Artist: Urs Furrer
Flame Artist: Christel Hazard
CGLead Artists: Kirk Shintani, Andrew Romatz
CG Artists: Manny Guizar, Paulo de Almada
Colorist: Paul Yacono
Color Assist: Chris Riley
Art Director: Leanne Dare
Designers: Krystal Sojo, Lyn Cho, Jon Forsman
AE Animator: Trix Taylor
Producers: Andrin Mele-Shadwick, Heather Johann
Executive Producer: Patrick Nugent
Head of Production: Kim Christensen
Managing Director: Jennifer Sofio Hall
Editorial Company: Rock Paper Scissors
Editorial Executive Producer: Angela Dorian
Editorial Producer: Kevin Gottlieb
Editor: Damion Clayton
Assistant Editor: Mike Spagnoli
Audio Studio: Lime Studios
Audio Executive Producer: Susie Boyajan
Audio Mixer: Mark Meyuhas
Audio Mix Assistant: Peter Lapinski
Music: Demi Lovato "Confident"
Music Editorial: Hum Music
