Rebel Wilson calls Afterpay ‘if credit cards and cash had a baby’

Australian actress Rebel Wilson is the star of a new global campaign from fintech company Afterpay.

The Pay Better campaign is the first global campaign from Afterpay.

The 30-second spot sees Wilson explain what Afterpay is, comparing it to instantaneous abs, a combination of cash and credit cards, and being able to spread the calories from ice cream over six weeks.

Andrew Balint, VP marketing at Afterpay, said: “We are thrilled to be launching the new Pay Better campaign to our Australian customers. Pay Better is an exciting evolution of our brand, as we shrug off the old world of finances and continue to push the industry forward by offering our millions of customers full control, access and fairness when it comes to how they pay.”

The campaign is based on insights from 2020 research from Accenture (who owns the creative agency The Monkeys). Accenture found that, compared to making the same payment on credit cards, Afterpay users saved $110 million. Further, spending across buy now, pay later platforms was up 106% in 2020, with debit card spending up 38%, particularly amongst Millenials and Gen Z.

Geoff Seeley, global chief marketing officer at Afterpay, said: “Since inception, Afterpay has inspired people to take control of their financial lives by using their own money to pay for things they want and need over time. We’re thrilled to partner with our fellow Aussie – Rebel Wilson – to encourage more people to join our movement and pay better.”

Afterpay is a buy now, pay later platform that was founded in Australia in 2015. The company has since expanded to United States, Canada, New Zealand, the UK, France, Italy, and Spain (where it is known as Clearpay).

Wilson said: “It was an honour to partner with Afterpay on its first ever global campaign because financial health has always been important to me. Paying better to me means paying in a way that benefits me, and also not paying any unnecessary fees or added extras. That’s exactly what Afterpay’s Pay Better campaign is empowering consumers to do.”

The campaign will be on TV, digital and social, catch-up TV, Out-Of-Home, and digital audio. The TVC will be shown from tomorrow (8 June).

Last week, Afterpay partnered with TikTok to create a sponsored hub for 2021 Australian Fashion Week in TikTok’s Discover tab.

Last year in October, Afterpay shifted its media from Vizeum to AKQA without a pitch.

Wilson was the host for the reality dog grooming competition Pooch Perfect.


Brand Marketing: Afterpay
Chief Marketing Officer: Geoff Seeley
Vice President Marketing ANZ: Andrew Balint
Brand Marketing Director, ANZ: Joel Moran
Marketing Campaign Manager, ANZ: Mikaela Wagner
Brand Marketing Executive, ANZ: Hugo Chapman
Brand Studio: Afterpay
VP Global Brand & Head of Creative: Melissa Hughes
Executive Creative Director: Jason Ambrose
Associate Creative Director: Jack Lagomarsino
Freelance Creative: Drew Vaughan
Associate Creative Director: Alf Seccombe
Executive Producer: Angelo Mazzamuto
Executive Producer: Jeanne St. Peter

Production: Biscuit Filmworks, LLC
Director: Aaron Stoller
Director of Photography: John Lynch
Partner/Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Head of Production: Sean Moody
Producer: Mala Vasan
Editorial: Cabin Editing Company
Colour: Company 3
Visual Effects & Finishing: Parliament VFX
Recording & Mixing: Formosa Group
Music Studio / Original Composition: CAYA

Media: AKQA


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