Visa has turned the traditional Christmas format on its head, switching the focus from what people are buying, to who they are buying from. For its debut UK Christmas advert, the financial services company pays homage to the UK’s nation of shopkeepers.
The ad shines a spotlight on nine real shopkeepers - including a butcher, a baker, a bookseller and a florist - who are the heroes of Britain’s high streets.
Created by ad agency Saatchi & Saatchi, it aims to encourage shoppers to support their high streets and local communities this year.
Keeping the high street alive, each shopkeeper recites a line from Mariah Carey’s Christmas Classic - All I Want For Christmas Is You.
Other than inviting the nation to visit the high street this Christmas, 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 their businesses in the run-up to Christmas.
Adrian Farina, senior vice president of marketing for Europe at Visa 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.”
Kate Stanners, global chief creative officer, Saatchi & Saatchi 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!”
Directed by Chris Palmer, the festive and heart-warming advert invites the nation to support their high street and independent retailers this Christmas.
It will air during prime time TV slots, as well as on cinema and online. The campaign will also encompass outdoor and social media.