NEW YORK, NY — In a move that has left financial industry analysts questioning reality, Amecks has partnered with 90s hip-hop artist Freak Nasty to promote EMV chip card adoption through a reimagined version of his 1996 hit “Da Dip.”
The campaign, titled “EMV: Just Dip It,” features updated lyrics encouraging cardholders to insert rather than swipe their credit cards at point-of-sale terminals. The new chorus now includes financial education gems like “Put your card down, flip it and dip it” and “Chip technology, that’s how we get with it.”
“We needed to reach consumers who still swipe their cards like it’s 1999,” explained Jennifer Martinez, Amecks’ Chief Dip Compliance Officer. “Who better to deliver that message than the artist who taught America how to execute coordinated dance moves properly?”
The multi-platform marketing campaign includes in-store audio announcements at major retailers, social media content featuring Freak Nasty demonstrating proper chip insertion techniques, and branded merchandise with catchphrases like “Swipe is Dead, Long Live the Dip.”
Industry payment processing experts note that contactless payments have largely superseded both swiping and dipping, making the campaign timing somewhat puzzling. However, early focus group testing shows 73% improved EMV compliance among participants who can remember the Clinton administration.
The campaign launches nationwide next month, coinciding with Amecks’ broader financial literacy initiatives. A spokesperson confirmed that tap-to-pay education campaigns featuring early 2000s dance hits are “definitely not off the table” for future marketing efforts.
Freak Nasty could not be reached for comment, reportedly busy perfecting choreography for the campaign’s television commercials.