By Barry Janoff
September 11, 2012: Alex Rodriguez is one of the highest-paid players in MLB, so it is only appropriate that he stars in a marketing campaign for a prepaid debit card in which he talks about "the difficulty that comes with having just cash at hand."
A multi-media effort featuring the New York Yankees all-star third baseman broke this week from UniRush LLC to support its Dynasty Prepaid Visa RushCard, targeting services to individuals who are "looking for alternative banking solutions."
A Spanish-language TV spot with A-Rod launched on Hispanic networks. Support includes bilingual Internet and social media destinations, mobile and a relaunched Web site for card members.
UniRush was co-founded by Russell Simmons, entrepreneur and music mogul (Def Jam) on 2003. Rodriguez starred in a campaign last year when the Dynasty Prepaid Visa RushCard was introduced to the market.
“As a child, I watched my mother work two jobs to make ends meet. I remember sitting with her and helping her count her waitress tips to figure out how much we’d have to spend for the week,” says Rodriguez in the commercial. “I learned from a very young age the difficulty that comes with having just cash at hand. Paying bills, going out to eat as a family, shopping and saving money was all harder."
A-Rod, who in 2012 will earn $29 million as part of a 10-year, $275 million contract signed with the Yankees in 2007, continues in the spot, "Cash in many ways can be a burden. In today's society, plastic is not only efficient, but also advantageous and necessary. That’s why I partnered with RushCard to let the Hispanic community know that with the Dynasty Prepaid Visa RushCard you can enjoy the convenience, sense of security and prestige that cash may not provide.
"By launching our ad campaign in Spanish, we hope to reach other Latinos who seek a better alternative to cash and traditional banks."
Finally, Rodriguez states, "RushCard would have been great for my mom and our family when I was growing up."
According to the firm, the Dynasty Prepaid Visa RushCard offers budgeting tools, bill payment, mobile features and other services to individuals looking for alternative banking solutions. RushCards are accepted everywhere Visa debit cards can be used, per UniRush.
"We recognize and value the diversity of our card members [and] are proud to offer our Latino card members the option to communicate with us and manage their RushCard account in either English or Spanish," Adayna Gonzalez, director of Hispanic marketing for UniRush, said in a statement. “By launching our dedicated advertising campaign for the Dynasty Prepaid Visa RushCard in Spanish, we hope to reach other Latinos who seek a better alternative to cash and traditional banks. We’re honored to have Alex continue to help us deliver our message to the Hispanic community.”
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