Last month, I posted an update on the comparisons between Apple, Google and Samsung’s mobile wallets, so this month I thought it worth comparing their adverts.

Let’s start with Apple Pay.

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The tagline is: If it’s not an iPhone, it’s not an iPhone.  I guess the marketing guys spent an age coming up with that one.  The ad is simple: you can use your phone to pay in over a million stores, and in this version shows AMEX, Bank of America and MasterCard as the stars (the UK ad has Nationwide, HSBC and MasterCard).  Interestingly, these brands have not necessarily paid to be featured in the ad, as I discovered when talking with Nationwide who were chosen because they were one of the first UK banks to contact Apple when they launched Apple Pay.