Visa U.S.A. has added a new celebrity to its roster of stars who plug the Visa Cash debit card.
In a new set of print and television commercials, Visa features James Bond, the spy now portrayed on screen by Pierce Brosnan. The latest movie, Tomorrow Never Dies, premieres Dec. 19.
In the television ads, Agent 007 whizzes through a series of biometric security clearances, only to be denied caviar at a Secret Service snack bar when he fails to produce proper identification to pay by check.
Others who have plugged debit in TV spots are Bob Dole, Deion Sanders, and Shirley MacLaine.
Visa created the ads in partnership with Metro-Goldwyn-Mayer and said they are its first collaboration with a major movie studio.
In December, print advertisements geared toward Generation X will run in Rolling Stone, Entertainment Weekly, and Cosmopolitan.