Visa debuted its first-ever Christmas advert last week, with the campaign featuring real independent businesses and urging consumers to shop their local high street.
The commercial first aired on ITV on Friday, November 9 at 7.45pm and has had regular prime-time spots since, kicking off Visa’s Christmas campaign that puts the spotlight on independent retailers nationwide.
The new ad is a twist on the traditional Christmas ad format and switches consumers’ focus from what they should be buying, to who they should be buying from and features nine real shopkeepers, including household goods store, Labour and Wait, as well as a butcher, a baker, a bookseller and a florist – who Visa dubs “the heroes of Britain’s high streets”.
The campaign builds on Visa’s sponsorship of the Great British High Street Awards 2018 – the winners of which were announced yesterday, with Crickhowell high street in Wales named the UK’s Best High Street.
The Christmas commercial was created by ad agency Saatchi & Saatchi and directed by Chris Palmer. The retailers featured are seen singing along to Mariah Carey’s Christmas favourite, ‘All I Want For Christmas’ Is You. Inviting the nation to visit the high street this Christmas, the campaign is supported by the hashtag #keepitlocalthischristmas.
The campaign will also celebrate 100 independent retailers nationwide, with personalised adverts on billboards in prime local locations and geo-targeted ads on social media – spotlighting the businesses in the run-up to Christmas.
Visa senior vice president of marketing for Europe Adrian Farina commented: “We know high streets up and down the country are a special place for communities to come together – especially at Christmas time. As payments technology continues to evolve, Visa has an ongoing commitment to high streets and to its merchants and consumers looking to engage in seamless and secure commerce.
“The festive season is critically important for shopkeepers nationwide, many of whom will have prepared months in advance. Through our Christmas campaign, we are celebrating the UK’s independent retailers by presenting a message from the high street directly to the nation.”
Saatchi & Saatchi global chief creative officer Kate Stanners added: “This Christmas, Visa are throwing their support behind the British high street, and all the wonderful small businesses that create character in our towns. It’s been an amazing project to coordinate creatively – we’ve been so lucky to involve so many different shopkeepers who would usually go under the radar. And you can’t get into the Christmas spirit until you’ve heard Mariah Carey!”