Visa debuted its flagship Olympic commercial last night during Game 7 of the NBA Finals, an opportunity that took the longtime Games sponsor a bit by surprise when the Cavs won games 5 and 6. The ad strikes a more lighthearted and product-oriented tone than Visa’s commercials in the '12 London Games, depicting Visa’s role in routine, daily transactions as several Olympians embark on fictional trips to Rio. Actor Morgan Freeman returns to voice a new line emphasizing mobile and digital payments: "The only way to click, swipe, dip, and tap at the Rio 2016 Olympic games." Edwin Starr’s "25 Miles" is the soundtrack.
Along with creative agency BBDO, Visa created 14 alterations of the spot designed for 38 markets around the world. Swimmer Missy Franklin and decathlete Ashton Eaton feature prominently in the U.S. version. Visa had long planned to launch the campaign in late June, but had Game 7 specifically in mind from the start. "Even though I’m a Warriors fan I was rooting for Game 7," said Visa Chief Brand & Innovation Marketing Officer Chris Curtin, the morning after Game 6. He added the chance to air it then "was pretty cool, because we think it’s a super big stage with a lot of energy."
