PayPal will run its first Super Bowl commercial during the February 7, 2016, football game’s first quarter. PayPal’s Vice President of Global Brand Marketing Greg Fisher made the announcement on Tuesday.
Super Bowl ads are traditionally kept secret until they are aired during the game, and Fisher, who came to PayPal from Amazon where he was Director of International Marketing, said details of the ad remain under wraps, but promised it would make a “bold statement.”
The ad will be part of PayPal’s first major brand campaign as an independent company. It split from eBay in July.
The 45-second ad won’t come cheap – Fortune said 30-second ads run about $5 million, putting PayPal’s ad in the $7.5 million range.
“We chose this moment, with so many people watching this legendary game, to connect with a large audience as we unveil a new brand campaign on the future of money,” Fisher said. Fortune had estimated that 114.4 million people tuned into the 2015 Super Bowl.
The core of the PayPal campaign will be to introduce the world to PayPal’s vision for the future of money – to empower people and businesses to move and manage money securely, efficiently and affordably.
The 2016 game marks the 50th anniversary of the Super Bowl. You can find the announcement on the PayPal blog.