Apple seems to be working hard with its card company partners to promote Apple Pay in the UK. Alongside a MasterCard promo offering free travel in London, Visa Europe is today launching a two-month long ad campaign designed to emphasize the speed, ease and reliability of the service.

Featuring a central theme of anticipation, the campaign uses imagery that captures the pause before a primary action – the weightlifter before pressing the lift, the pianist before striking a chord, the chameleon before making a strike – the scenes then snap into the dramatic conclusions as an analogy to how fast, easy and reliable using a Visa card in Apple Pay is in everyday situations such as paying to use the Tube or in a café … 

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The ads will be broadcast on TV and also shown as promoted videos on social media.

Visa has prepared two versions of the first ad, a London-centric one with a commuter and a rest-of-UK one substituting a cafe for the tube.

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