Juan Cabral directs Heart of the Olympian ad for Visa Europe

Visa has become one of the first Olympic sponsors out of the blocks with a Saatchi & Saatchi spot charting the journey of an athlete as he prepares for the games, intercut with shots of his beating heart

Are you ready for the imminent onslaught of Olympics-related ads? Visa is one of the first big sponsors to throw their hat in the ring with this documentary-style spot from Visa Europe.

Eschewing the triumphalist bombast typical of this genre of advertising, the Visa spot goes for something a little more intriguing and engaging. As we follow the preparation of an athlete for the games, we also glimpse his beating heart as it responds to his heightened levels of anticipation and excitement.

The tie in with Visa is a little tenuous however. According to the accompanying press release “Visa is the beating heart of payments. Just like your heart, Visa is always ready, always performing, whenever you need it.” Hmmm.

Still, great to see a brand as big and, typically, quite conservative in its communications attempting something a little different.

But there’s a wider discussion to be had around Olympic sponsorship. Visa has been “the exclusive payment services sponsor and only card accepted at the Games since 1986”. In the run up to the last games, we queried the value of such arrangements. Read our post here.

Credits
Advertising Agency: Saatchi & Saatchi London
Chief Creative Officer: Kate Stanners
Creatives: Ben Robinson, Mike Whiteside
Production Company: Mjz
Director: Juan Cabral
Editor: Russell Icke @ Whitehouse
Production Co Producer: Stephen Johnson
Post-Production Company: Glassworks
VFX Supervisor: Jordi Bares
Music: Peter Raeburn @ Soundtree
Sound Design: Parv Thind @ Wave And Henning Knoepfeul @ Soundtree

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