On the heels of a new promotion from Mastercard that allows Apple Pay users to ride free on the London Underground, Visa Europe is kicking off a two-month ad campaign that intends to show users why using Apple Pay in the UK is safer, faster, and easier than the current EMV (chip and PIN) card-based payment system. Titled "Anticipation," the first ad very elegantly communicates the ease, speed and yes, thrill of using Apple Pay.
