Athletes 'carpool' their way to Rio in Visa's new global Olympic Games campaign via BBDO NY

YouTube Hero Shot_E[2] (1).jpgVisa, the exclusive payment provider at the Olympic and Paralympic Games, has launched its most ambitious integrated global Olympic Games campaign in the company's history via BBDO, New York.

Marking a bold new direction in Visa's marketing and communications, the new "Carpool" campaign will run globally across all media channels from digital to broadcast as an integral part of Visa's overall Olympic sponsorship which includes onsite activations, new payment innovations and our diverse group of Team Visa athletes.

Says Lynne Biggar, executive vice president, chief marketing and communications officer, Visa Inc: "Visa is a leading global payment technology brand that has always stood for acceptance. Our commitment to acceptance ensures you can use your Visa card whether you click, dip, tap or swipe to pay. But it goes far beyond product acceptance. Our Olympic 'Carpool' campaign reflects the broader aspects of acceptance -- demonstrating Visa's support and celebration of athletes across cultures, geographies and sports."
The campaign's centrepiece film melds a diverse roster of more than 20 members of Team Visa -- a group of Visa sponsored world-class Olympic and Paralympic hopefuls that share Visa's values of acceptance, partnership and innovation. The campaign features more athletes, more ways to pay, more geographies and more marketing channels than any other Olympic Games campaign in Visa's 30-year sponsorship of the Olympic Movement.  The film follows these athletes as they join a fun and light-hearted carpool to the Rio 2016 Olympic Games, leveraging payment innovations to make purchases on route, using technologies such as Visa Checkout, Samsung Pay and chip cards, among others.
Visa extended the creative theme of "Carpool" in the North American market, by working with three major merchant partners -- Best Buy, Costco and United Airlines - developing custom "Carpool" spots for each brand.  In the Best Buy spot, Ashton Eaton and Brianne Theisen-Eaton show off their speed and competitiveness in pre-Olympic Games by shopping on the Best Buy website using Visa Checkout.  Debuting on television on Thursday, June 23, Costco's spot shows Kerri Walsh-Jennings and English Gardner using their Visa card to stock up on the latest summer finds in a Costco warehouse.  Finally, the United Airlines spot shows a humorous look at pre-game preparations featuring Ashton Eaton, Ibtihaj Muhammad and Carli Lloyd, culminating in a last minute flight purchase from Missy Franklin using Visa Checkout on
In addition to television, Visa will leverage its innovative digital, social and technology partnerships to amplify the campaign during critical times throughout The Olympics. Visa will also host fun, experiential activations onsite to drive local product and merchant preference.
The Carpool film (1.20" in length) features the following Team Visa Rio 2016 athletes: Missy Franklin (USA - Swimming), Ibtihaj Muhammad (USA - Fencing), Carli Lloyd (USA - Soccer), Kerri Walsh Jennings (USA - Beach Volleyball), Valerie Adams (New Zealand - Shot Put), Ashton Eaton (USA - Decathlon), Terezinha Guilhermina  (Brazil - Paralympic Athletics), Jennifer Abel (Canada - Diving), Pamela Ware (Canada - Diving), Alison Cerutti (Brazil - Beach Volleyball), Wayde van Niekerk (South Africa - Athletics), Daiya Seto (Japan - Swimming), Kanako Watanabe (Japan - Swimming) and Maria Espinoza (Mexico - Taekwondo).
Set to the music of Edwin Starr's "25 Miles", and shot by the young up-and-coming filmmaker AG Rojas, the long-form film encompasses one global story that will be shown in over a dozen different  cuts across the world.  The film was shot in the United States, Brazil and Japan and includes input from markets such as Africa, Australia, Canada, Central Europe, Latin America, Mexico, Middle East and New Zealand. It will run globally with each market featuring a different carpool sequence that highlights local Olympic athletes using a variety of payment technologies, making it Visa's most global campaign to-date.

Agency: BBDO New York 
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Michael Aimette
Creative Director: Melinda Kanipe
Creative Director: Levi Slavin
Art Director: Mike Lomanto
Writer: Fred Kovey
Group Executive Producer: Diane Hill
Senior Producer: Sofia Doktori
Post Producer: Leelee Groome
Global Account Director: Olivia Farr
Account Director: Becca Valle
Account Executive: Blake Maraoui
Account Manager: Sigourney Hudson-Clemons
Assistant Account Executive: Tucker Glenn
Production Company: Park Pictures
Executive Producer: Dinah Rodrigues
Director: A.G. Rojas
Directors of Photography: Greig Fraser, Tim Hudson
Editorial: Mackcut
Editors: Ian McKenzie, Nick Divers
Post Production: Method Studios
Producer: Heather Saunders
Telecine:  Tom Poole
Mix: Heard City
Engineer: Evan Mangiamele
Music: Edwin Starr "25 Miles"
Talent Management: IMG

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.