Chase Bank, one of Apple’s biggest initial partners in its new mobile payment service, has just debuted its first TV spot promoting Apple Pay. According to AdAge, the advertisement has been developed by creative agency Saatchi & Saatchi, and features members of indie pop band Bleachers roaming Los Angeles in the hours leading up to a performance.
The ad shows musicians make purchases along the way using their Chase Freedom credits cards, but through Apple Pay on their iPhones, not the physical cards. Chase, which follows MasterCard among Apple Pay partners with TV commercials on the air, says that it has been working with Apple “for a long time — over a year — on this partnership”. Chase Chief Brand Officer Susan Canavari said, “We thought about their values as well as ours, and we both focus on our customers”.
“Our concepts went to Phil, our storyboards went to Phil and someone from the brand team was on the shoot, so they were involved there too,” said Ms. Canavari. In order to differentiate itself from other other Apple Pay collaborators, Chase focused on its small business services — the barber shop, taco shop and guitar shop featured are some of the bank’s actual partners in the Los Angeles area. Although it’s all very new: “We had our teams out there and get their systems up and running,” she explained.
A full 90-second version of the ad (embedded below) will be available on YouTube later today, while a 30-second spot will air on NBC, ABC, Fox, CBS and ESPN during prime time TV shows.