Unpredictable. Unfocused. Just like life.

I've noticed lately that Interac has begun advertising on television. Interac is a Shared Cash Dispensing and Direct Payment network - ATMs and debit cards - and appears to be primarily Canadian. It is similar to the Plus and Cirrus networks.

There are a lot of brands that I look for when I shop. But when I need cash from an ATM, I don't care what network it is on as long as it gives me cash. And the store I'm shopping in does not give me a choice of debit card machines.

So even if they convince me to love the Interac brand, what possible choice do I have in the matter? Why spend money if there is no call to action? Who are they trying to convince?