Marvel Super Heroes Find There's One Less Crime to Fight In Visa Ad for Super Bowl 2005

SAN FRANCISCO--(BUSINESS WIRE)--Feb. 2, 2005--

Lighthearted Spot Demonstrates the Security Benefits Consumers Receive When They Use Their Visa Check Card

“In the real world, there aren't Super Heroes to rescue us -- but thanks to the Visa check card, consumers have a way to guard against fraud”

Super Heroes always respond to the cry of a citizen in distress -- but during this year's Super Bowl, they will find they can keep their capes furled when someone loses their Visa check card.

In "Super Heroes," to be premiered at this year's game, a woman cries for help after discovering someone has stolen her Visa check card. Marvel's world renowned Super Hero characters rush to her rescue but discover it's a false alarm: she didn't realize her Visa check card features security benefits that protect her from fraudulent charges. Having calmed the heroine, the Super Heroes return to their work of assisting those who really need it.

The lighthearted television spot, created by BBDO NY, airs as a stand-alone commercial during the first half of the Super Bowl on Feb. 6. The commercial features popular Marvel Super Heroes(TM) Spider-Man(TM), Captain America(TM), Wolverine(TM), Storm(TM), and Thor(TM). The commercial ends with a final surprise guest visit -- a latecomer to the rescue.

"In the real world, there aren't Super Heroes to rescue us -- but thanks to the Visa check card, consumers have a way to guard against fraud," said Susanne D. Lyons, chief marketing officer, Visa. "Even though we're delivering that message with Marvel's comic book characters in good fun, it's a serious message for millions of Visa cardholders. That's why we decided to deliver it during the high profile broadcast of the Super Bowl."

Visa has been a Super Bowl advertiser since 1994, producing some of the most well-received commercials during the game. In total, Visa has produced 15 Super Bowl commercials in the past 10 years.

The Visa check card works just like a check, but is safer and more convenient. It can be used for making purchases or payments -- large or small -- eliminating the inconveniences of writing checks and providing important security protections, such as Visa's Zero Liability policy, which protects cardholders from fraudulent charges. Using the Visa check card to automatically pay bills provides a smarter, more secure, and simpler way to manage bills. Consumers can also earn valuable rewards just for paying their regular expenses with the Visa check card.

About Visa

Visa is the world's leading payment brand and largest payment system, enabling banks to provide their consumer and business customers with a wide variety of payment alternatives. Nearly 21,000 financial institutions worldwide rely on Visa's processing system, VisaNet, to facilitate $2.5 trillion in annual transaction volume with virtually 100 percent reliability. Cardholders in more than 150 countries carry more than 1 billion Visa-branded cards, accepted at millions of locations worldwide. Within the United States, nearly 14,000 financial institutions issue 453million Visa cards, accounting for more than $1.1 trillion in annual transaction volume. Visa offers a trusted, reliable, and convenient way to access and mobilize financial resources -- anytime, anywhere, anyway.

About Marvel Enterprises, Inc.

With a library of over 5,000 proprietary characters, Marvel Enterprises, Inc., is one of the world's most prominent character-based entertainment companies. Marvel's operations are focused in four areas: entertainment (Marvel Studios), licensing, publishing and toys (Toy Biz). Marvel facilitates the creation of entertainment projects, including feature films, DVD/home video, video games and television based on its characters and also licenses its characters for use in a wide range of consumer products and services including apparel, toys, collectibles, snack foods and promotions. Marvel's characters and plot lines are created by its publishing division which continues to expand its leadership position in the U.S. and worldwide while also serving as an invaluable source of intellectual property.

Marvel and all related Marvel Characters: TM & (C) 2005 Marvel Characters, Inc. Super Heroes is a co-owned registered trademark. All Rights Reserved.

For more information, visuals, executive interviews/press only:
    Michael Rolnick
    Visa USA Corporate Relations
    [phone]
    [e-mail]
    or
    Ashleigh Koss
    Fleishman-Hillard, Inc.
    [phone]
    [e-mail]