pay-off wasted

This campaign for Maestro debit cards is annoying me at the moment. The new stuff is everywhere (you can see me in the reflecting one at London Bridge) at the moment. It is just bad. But the first wave (last year maybe) had some great wordplay on 48-sheets, adshels and more. The simplicity made it stand out, but there was always a problem. The big idea running is about how cash is supposedly finished, redundant, dead. The problem? The end line: "The new cash". Argh! Zero imagination. If only they could sign off with something as verbally dexterous as their headlines. They wouldn't have to try that hard. Like, um, "the new way to pay"? And doesn't their existing line mean that Maestro cards are next in line for extinction?