Dec 14, 2001

Crouching Tiger star powers Visa Card TVC

MANILA: Chinese kung fu star Zhang Zi Yi of Crouching Tiger, Hidden

Dragon fame is the new face of Visa as the credit card company plays up

the power of its cards across 12 markets.



Developed by BBDOF/Guerrero Ortega, the commercial shows Zhang dining in

a premier French restaurant. But she enrages the chef by complaining

that her soup is too salty. A fight erupts, allowing Zhang to show off

the kung fu acrobatic stunts she pulled off in the cinematic

blockbuster, and the restaurant is completely destroyed. In the end, a

waiter tells Zhang the soup is free but unfurls a long bill for damage

to the restaurant, leaving the star to present her Visa card.



BBDO's chairman and executive creative director David Guerrero, Zhang

was chosen because the TVC's storyline was similar to a scene in the

movie.



By associating Visa with Zhang, the card giant was losing to reinforce

its position as the world's leading card company, Guerrero said. "We

were briefed to show that Visa card holders have the power to make

things happen and, in particular, to encourage people to use their cards

every day.



We wrote scripts that combined normal every day characters with

extraordinary individuals." The campaign will be supported with print,

outdoor, POS and direct mail.



MANILA Chinese kung fu star Zhang Zi Yi of Crouching Tiger, Hidden

Dragon fame is the new face of Visa as the credit card company plays up

the power of its cards across 12 markets.



Developed by BBDOFGuerrero Ortega, the commercial shows Zhang dining in

a premier French restaurant. But she enrages the chef by complaining

that her soup is too salty. A fight erupts, allowing Zhang to show off

the kung...



To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
How Mindshare helped KFC take on e-sports with AI
Premium
21 hours ago

How Mindshare helped KFC take on e-sports with AI

CASE STUDY: Using AI to engage League of Legends gamers saw KFC's stock rise dramatically in China.

Premium
Fast-changing Cambodia calls for an experimental attitude to marketing
Premium
21 hours ago

Fast-changing Cambodia calls for an experimental ...

We explore a fascinating market that is driving forward on a mixture of traditional "who can shout loudest" techniques; popular KOL campaigns and new highly reactive strategies tailored for the mobile era.

Premium
Maxis tries to make network quality interesting
Premium
21 hours ago

Maxis tries to make network quality interesting

With Ensemble and Initiative, the Malaysian telco takes a good stab at explaining something people generally don't want to hear about.

Premium
YouTube closes 210 accounts over Hong Kong 'influence operations'
Premium
21 hours ago

YouTube closes 210 accounts over Hong Kong ...

Meanwhile, Facebook removed 89 Facebook accounts it said were engaged in “coordinated inauthentic behaviour” in Myanmar.