In RushCard Rebranding, Russell Simmons Takes New Roles—on TV

Russell Simmons is playing the part of a doorman and a cab driver in new TV ads for his prepaid RushCard, which is undergoing a rebranding this year.

UniRush's RushCard, which was one of the first Visa prepaid cards, is adopting a new logo, color palette and website. It is also renewing its social media push and plans to offer a new card design this fall. The colors and graphics emulate the "energy and hustle" of city neighborhoods and pay homage to skylines at sunset.

UniRush also recently partnered with Green Dot to issue a reloadable prepaid card.

One ad features UniRush founder Simmons, who is also co-founder of legendary rap label Def Jam, in the role of a doorman, tipping his hat to a RushCard cardholder on her way out. In another spot, Simmons shows up as a cab driver for a cardholder who's riding in the back seat.

"Our latest commercials and branding reflect the energy and excitement that our cardholders have brought to the prepaid industry for the past decade," says Rob Rosenblatt, RushCard's CEO, in a press release.

Payments companies often prominently feature their celebrity executives and endorsers as they promote their cards — a move that sometimes backfires. For example, the Approved Card, designed by Suze Orman, attracted as much criticism as it did attention for its association with the personal finance guru.