New Visa spot, launched in parallel to London 2012 ticket sales, aims to drive brand affinity and card usage by leveraging the brand’s Olympic rights. The creative shows Team GB athletes prepare for the games and how Visa is helping them train, purchase and achieve their goals. The spot was released at the same time as tickets went on sale, so indirectly encourages viewers to buy tickets – only with a Visa card of course.
This Saatchi & Saatchi spot was initially launched virally, before transferring to UK TV. Using The Courteeners ‘Take Over the World’ as a soundtrack, the ad features both British Olympic and Paralympic athletes working hard to achieve their goals – and using their Visa cards in the process.
It focuses on early starts, unglamorous locations and bad weather to drive home the dedication and commitment it takes to strive for Olympic success.
Running under the brand’s ongoing ‘Life flows better with Visa’ idea, it dovetails neatly with the brand’s overarching objective of providing consumers with convenient, secure and globally accepted electronic ways of paying for goods and services and its goal of Visa being the preferred way to pay instead of cash and cheques.
Comment:
The inclusion of lesser known athletes and paralympians combines well with the largely unglamorous locations and overcast weather to reinforce the down-to-earth tone of the campaign, whilst the light touches and humour enables the brand to get away with the obvious and sometimes awkward appearances of the payment transactions themselves.
Overall, the pace, movement and editing matches previous non-sponsorship creative running under the ‘Life flows better’ umbrella.
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