Visa Launches Olympics Campaign With Global Harmony Theme
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Visa Today Launching "Go
World" Olympic Ad Campaign |
IOC TOP sponsor Visa today is launching a "feel-good advertising campaign
that focuses on the international goodwill" that results from the Olympics,
according to Stephanie Kang of the WALL STREET JOURNAL. The campaign tagline,
"Go
World," is "meant to stress global harmony over nationalistic competition."
The first TV spot, titled "Come Together," shows fans "from all
over the world cheering during past Olympic Games." Actor Morgan Freeman
narrates the ad, saying, "We don't always agree. But for a few shining weeks
we set it all aside." Other spots, also narrated by Freeman, focus on "pivotal
Olympic moments from the past," including athletes overcoming injuries
during previous Games. The TV, print and online ads, via TBWA Worldwide, are
shot in sepia instead of color and "are meant to strike an emotional,
aspirational tone while being light on product-selling." Visa CMO Antonio
Lucio said the company will "continue to do what I call 'bread-and-butter'
spots, celebrating the rational benefits of our products by product lines."
Lucio: "But we made the decision that there will be times like the Olympics
or FIFA, where Visa will ... just talk about the emotional component'' of the
brand. Chicago-based research firm IEG reported that Visa paid "about $75[M]
to be an official sponsor" of the '06 Turin Games and this summer's Beijing
Games. TBWA Global Dir of Media Arts Lee Clow said that the "political issues
around the Olympics didn't affect the campaign." Lucio added that while Visa
has "met with many protest groups," its position on its "role as
an Olympic sponsor 'has not changed one bit.'" Lucio: "We will support
the Olympic movement and we will ride this wave because we think the good that
they bring is more important than the negatives" (WALL STREET JOURNAL,
5/19).
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