Visa Canada unveiled a new advertising campaign this week to support the national rollout of chip and PIN Visa cards. The 'Secret Service' campaign features a team of bodyguards, representing one of Visa's 'layers of security', who help ensure that Visa cardholders are protected wherever they are.

"The ads take a lighthearted look at how seriously Visa takes cardholder protection," said Anne McNeil, Marketing Director, Brand and Product Advertising at Visa Canada. "The introduction of chip and PIN cards in Canada will help protect cardholders from lost and stolen and counterfeit card fraud and we wanted to show that it's an important layer in our fraud prevention efforts."

The 30-second television spot, which began airing October 13, shows a team of bodyguards, who help keep a Visa cardholder protected around the clock. The security detail stands guard outside her home, runs alongside her car as she drives, and trails closely behind her as she shops. All of the creative will feature the bodyguards in different scenarios, helping protect Visa cardholders wherever they are.

The integrated Secret Service campaign includes national newspaper, television and digital advertising. The integrated campaign was developed by Leo Burnett and Arc Worldwide, with media buying handled by OMD Worldwide.

"We are very excited to be bringing chip and PIN technology to Canadian cardholders," continued McNeil.

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