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PayPal, once the disrupter is now the incumbent. The payments company bought a 45 second Super Bowl commercial to kick off its new marketing campaign as a stand alone company. The ad portrays old money as paper bills, banks that close at 5 p.m. and institutions “stuck in the past.” PayPal is trying to prove that it can stand on its own without eBay.
The 45-second 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 p.m. and institutions “stuck in the past.” In contrast, new money represents progress, is always open and is inclusive of “all people.” The spot also unveils the company’s new tagline, “PayPal is new money.” 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.
http://www.wsj.com/articles/paypal-embraces-new-money-in-super-bowl-ad-debut-1454590801
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