Affirm wants consumers to know that online payments can control their budgets — and pay on their own terms.
The new campaign, teaming with San Francisco agency Venables Bell & Partners and directed by Steve Miller of Radical Media, includes two video spots that use humor to illustrate this point.
The work runs throughout the summer across Amazon Advertising – reaching the 82.5M households with Amazon’s FireTV, streamers on Twitch and Amazon shoppers. It also airs on various networks, including Bravo, CBS, NBC, ABC and CNN.
The spots center on two things that can be particularly tough: weddings and moving.
In the spot “Wedding Dress,” a young woman feels pressured to wear the dress her mother wore at her wedding.
Conversely, the spot “Swimming Briefs” has a young couple unpacking — and waving to their eccentric neighbor: an overweight guy who only wears an unsightly speedo, necessitating an immediate order of blinds.
"With this campaign, we wanted to show how Affirm is there for consumers throughout their lives and, in particular, during big life moments that can be stressful," said Erika White, vice president, marketing and communications at Affirm. “Affirm is a way to help take control of your finances, and get the things you want or need in a way that works for you.”The payment network also extended its partnership with Poshmark, the social marketplace, this month. Eligible shoppers from Poshmark’s community of more than 80 million users can choose between monthly payments or four interest-free payments every other week for all items over $50.
Poshmark is one of more than 168,000 Affirm retail partners, including Walmart, Target, Williams Sonoma and American Airlines.