PayPal will premier its new “There’s a ‘New Money’ in Town” ad during the Super Bowl on 7 February, the Wall Street Journal reported. The 45-second ad will promote the company’s vision of the future of money, while taking aim at traditional financial systems. The ad will also unveil the company’s new tagline, “PayPal is new money.”
CEO Dan Schulman said the ad aims to show how inclusive ‘new money’ can be, how technology can play a tremendous role in reaching the billions of people around the world that are outside the financial system.
The big game spot, set to Demi Lovato’s song “Confident,” juxtaposes the stodgy characteristics of “old money” against the more innovative facets of “new money” systems like PayPal. The ad portrays old money as paper bills, banks that close at 5.00 pm and institutions “stuck in the past.” In contrast, new money represents progress, is always open and is inclusive of “all people.”
The Super Bowl ad, created by ad agency CP+B LA, marks the launch of PayPal’s first major marketing campaign as a stand-alone company since it was spun off from eBay last year. Beyond the big game spot, the new global marketing campaign will include additional TV commercials, outdoor ads and a big digital and mobile push. PayPal, for example, will partner with Hulu to offer viewers two different ad options before watching a program online.