Visa Europe unveils new Visa / Apple Pay “Ready” campaign

  • Campaign includes two TV adverts focused on being “Always Ready” in the moments that count
  • New ads from Saatchi & Saatchi are directed by Sam Brown working with production house, Rogue Films

London, 23 November 2015: Visa Europe today unveiled the new Visa / Apple Pay “Ready” campaign to run across broadcast and social media during the coming two months. Featuring a central theme of anticipation, the campaign uses imagery that captures the pause before a primary action – the weightlifter before pressing the lift, the pianist before striking a chord, the chameleon before making a strike – the scenes then snap into the dramatic conclusions as an analogy to how fast, easy and reliable using a Visa card in Apple Pay is in everyday situations such as paying to use the Tube or in a café.

Gary Twelvetree, Executive Director, Brand and Central Marketing, said: “Visa’s “Ready” campaign communicates the role that Visa plays in the Apple Pay experience, demonstrating the speed, scale and certainty of our payment systems. With more retailers accepting contactless payments every day, we wanted to show how cardholders are able to use their Visa debit or credit card on any device and in any situation.

“We’re thrilled to be able to communicate the role that Visa plays at the heart of the payment eco-system at a time when mobile payments are becoming a reality for the broad population”.

  • The campaign runs nationally and features Jiri Orsag, the Czech Republic’s national weightlifting champion as well as Lloyd Ryan, big band drumming legend who has taught some of England’s most famous percussionists, including Phil Collins. The greater London area will see a version of the new campaign that features a commuter using his Visa card in Apple Pay on his TfL commute while the rest of the country will see a version featuring someone paying in a café.

About Visa Europe

Visa Europe is a payments technology business owned and operated by member banks and other payment service providers from 38 countries.

Visa Europe is at the heart of the payments ecosystem providing the services and infrastructure to enable millions of European consumers, businesses and governments to make electronic payments. Its members are responsible for issuing cards, signing up retailers and deciding cardholder and retailer fees. Visa Europe is also the largest transaction processor in Europe, responsible for processing more than 18 billion transactions annually.

There are more than 500m Visa cards in Europe, while €1 in every €6 spent in Europe is on a Visa card. Total expenditure on Visa cards exceeds €2 trillion annually, with €1.5 trillion spent at point-of-sale.

Since 2004, Visa Europe has been independent of Visa Inc. and incorporated in the UK, with an exclusive, irrevocable and perpetual licence in Europe. Both companies work in partnership to enable global Visa payments in more than 200 countries and territories.

For more information, visit and @VisaEuropeNews