Featuring a central theme of anticipation, the campaign uses imagery that captures the pause before a primary action – the weightlifter before pressing the lift, the pianist before striking a chord, the chameleon before making a strike – the scenes then snap into the dramatic conclusions as an analogy to how fast, easy and reliable using a Visa card in Apple Pay is in everyday situations such as paying to use the Tube or in a café.

Gary Twelvetree, Executive Director, Brand and Central Marketing, said: “Visa’s “Ready” campaign communicates the role that Visa plays in the Apple Pay experience, demonstrating the speed, scale and certainty of our payment systems. With more retailers accepting contactless payments every day, we wanted to show how cardholders are able to use their Visa debit or credit card on any device and in any situation.

“We’re thrilled to be able to communicate the role that Visa plays at the heart of the payment eco-system at a time when mobile payments are becoming a reality for the broad population”.

The campaign runs nationally and features Jiri Orsag, the Czech Republic’s national weightlifting champion as well as Lloyd Ryan, big band drumming legend who has taught some of England’s most famous percussionists, including Phil Collins. The greater London area will see a version of the new campaign that features a commuter using his Visa card in Apple Pay on his TfL commute while the rest of the country will see a version featuring someone paying in a café.