The credit card company today launches the final installment of its ``Metaphors'' campaign, with a Web site (www.knowthemetaphors.com) featuring animated Patriots characters reminiscent of the humorous ``jibjab'' political cartoons, which have gained a following on the Web.
In the Visa ads, the heads of Pats' linemen Matt Light, Russ Hochstein, Dan Koppen, Brandon Gorin and Tom Ashworth are superimposed on miniature bodies. In a series of fast-paced vignettes, the Super Bowl champs act as metaphors for Visa's security layers, protecting consumers from identity theft.
Koppen briefly rides a pony while representing ``fraud monitoring.'' Ashworth ends up doing a little disco dancing as he illustrates Visa's zero-liability policy for fraudulent charges.
The online campaign takes off from Visa's previous television spot, which showed the trench men accompanying quarterback Tom Brady on a dinner date. The 30-second ad generated buzz, the company said, inspiring an Internet splash of the offensive line, minus Brady.
Visa is planning a major push for the latest work with the Pats, putting up online banners on top sports sites, including ESPN.com, NFL.com and Yahoo! Sports.
The site was developed by San Francisco-based online media firm AKQA.
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