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PayPal’s Big Super Bowl 50 Play

PayPal will have a primetime slot at Super Bowl 50 with its pricey 45-second commercial during the first quarter of the NFL’s championship game.

The company announced yesterday (Dec. 15) that it will launch its first major brand campaign during the most expensive timeslots of the Super Bowl on Sunday, Feb. 7, which have historically been during the first quarter where viewership is the highest. What’s interesting about this is PayPal has never advertised during this event.

“This ad is more than a commercial. It’s our opportunity to introduce the world to PayPal’s vision for the future of money — to empower people and businesses to move and manage money securely, efficiently and affordably,” said Greg Fisher, PayPal’s VP of global brand marketing. “The launch of this ad is just the beginning of our new brand campaign designed to start a larger conversation about a reimagined financial world that must include everyone.”

Super Bowl 50 will take place this year in Silicon Valley in the San Francisco 49ers’ Levi’s Stadium in Santa Clara, California. While PayPal has never been featured in a Super Bowl commercial, this specific game will be held in the city that PayPal and other tech companies call home.

The big news of last year’s Super Bowl from Silicon Valley companies was Apple Pay’s debut in the commercial slots. It had some help from Visa at Super Bowl XLIX where it put Apple Pay on display. At an event for football fans outside of where the game was played, Visa was actively encouraging consumers to choose Apple Pay by offering a $5 discount coupon to anyone who completed an Apple Pay demo. For those who either loaded a Visa card into their own wallet or demonstrated that they already had one loaded in, Visa was handing out $10.

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