SAN FRANCISCO: Standing at the intersection of art, culture and sports, Visa, a global leader in digital payments, announced a new brand film featuring cultural icons, world class athletes and artists that embody the brand and the brand position, ‘Prodigies’.
This fresh campaign starts with their initial hopes and dreams, covering the hard work and challenges faced on their path to becoming the best in their respective fields, long before they were recognized as accomplished stars. The campaign serves as a tribute to the power of small steps to move you forward, resonating with anyone striving to achieve their goals.
“‘Prodigies’ highlights Visa’s enduring belief that no matter how you define it, success does not happen overnight,” said Frank Cooper III, chief marketing officer, Visa. “It happens through the power of small steps as people put in the work to continuously improve. This is true of some of the world’s biggest names in sports, music and art and for anyone at any level.”
Visa believes that, given access and the right tools, anyone can make it. The campaign underscores the importance of perseverance in achieving greatness, featuring:
Tennis powerhouse and Team Visa athlete Iga Świątek
GRAMMY Award-winning, Academy Award-nominated musician and filmmaker, entrepreneur and philanthropist Pharrell Williams
Dynamic Visa Cash App RB driver Daniel Ricciardo
Olympic skateboarding medalist and Team Visa athlete Sky Brown
Chef and entrepreneur Roy Choi
Artist and designer Gemma O’Brien
“It’s one thing to talk about the hard work that goes into being a world class athlete, but this campaign shows what really goes on in our lives in between matches,” said Świątek, “Talent is important, but what wins trophies is the unglamorous task of working hard at honing your craft every single day by taking small steps to get better every day.”
The campaign will run online and on broadcast channels globally, initially in North America (beginning June 15th) and in portions of Central Europe, Middle East and Africa (CEMEA) (beginning in July). The ads will run during the Paris 2024 Olympic and Paralympic Games.
