What would those guys at Hornstein do?

It's a great line from one of the new "Life Takes Visa" TV spots. The campaign has been in full swing for a while now, but the commercials are worth rewinding your TiVo to view - and view again.

Funny and relatable, the spots inject reality and humor into otherwise drab TV commercial territory. Our new favorite is called "Inspiration," and if you've ever sat in a brainstorming meeting the scene will ring all too familiar. The commercial and campaign are incredibly straighforward, but clever enough to deserve mention.

The best change, in addition to the new tagline, is Visa's willingness to commit to online media advertising. Visa is using strategic interactive placements, including viral videos and a dedicated web site. The Life Takes Visa site is full of "life takes__" videos allowing consumers to relate to little universal truth moments. But the company also offers all of its commercials on visa.com, something more companies should be doing.

One of the core initiatives is to reposition the brand and differentiate Visa from the pack. While everyone else is vying for the top spot as the biggest and baddest, Visa is making an effort to seem small and relatable. The goal is to build a bond between the brand and the consumer - and it just might be working. I've certainly gained a new appreciation for Visa's creativity...or at least that of TBWA\Chiat\Day.

Curious? Find out how the campaign came to life...