We all have hidden secrets, little asterisks attributed to details we want kept unknown. This campaign concept was developed to launch the new credit card product tied to Virgin America's Elevate frequent flier program. It emphasized the absurdity of how everything, yes even people, have fine print, thus risks. The campaign dramatized, in a cheeky way, that this new credit card had virtually no asterisks, no black out dates, no annual fees, thus was less risky. The tagline was Live Less Asterisky.