Et vous quel est votre everywhere ? Publicité Visa pour les jeux de Sotchi

L’histoire entre Visa et les Jeux Olympique n’est pas nouvelle, en effet, le spécialiste des cartes de paiement est l’un des sponsors principal des J.O. depuis plus de 25 ans.

Cette année, en préparation des jeux de Sotchi, c’est via l’agence BBDO que Visa nous propose une publicité de 30 secondes forte en connotations.

Le seul protagoniste est Sarah Hendrickson, jeune sauteuse à ski américaine, déjà parmi les meilleures en terme de palmarès pour son jeune âge. Nous la voyons en pleine préparation avant un saut puis s’élancer.


Avant qu’elle n’effectue son saut, l’extrait d’un discours d’Amelia Earhart datant de 1937 passe en fond sonore, accompagné des craquements de l’époque pour plus d’authenticité. Amelia a été la première femme à traverser l’Océan Atlantique en avion, le symbole est fort. Tout est dans la métaphore du vol.

En effet, les jeux de Sotchi  seront les premiers à reconnaître le saut à ski féminin comme discipline Olympique, Sarah Hendrickson s’envole à travers son saut dans ce spot vers ses premiers jeux Olympiques, en tant que pionnière, tout comme Amelia Earhart le fut en son temps.

Le directeur Marketing de Visa, Kevin Burke explique ce spot de la manière suivante : « Cette idée d’universalité, où de partout, était une chose à laquelle notre fondateur, Dee Hock, pensait dans les années 50, le fait que les gens puissent échanger des valeurs en dépit des frontières ou des monnaies. »  C’est ce que Visa cherche à apporter à ses clients via ses différents services.

La signature « Visa, everywhere you want to be », dont Morgan Freeman est la voix est en accord avec le spot. Pour Sarah Hendrickson, participer aux J.O est l’endroit où elle rêvait d’être, c’était son « everywhere », son rêve. A travers cette signature, Visa fait une promesse à ses clients, les aider à aller où ils veulent, mais c’est avant tout un état d’esprit que la marque cherche à insuffler, cette notion d’everywhere doit pousser chacun à ne pas fixer de limites à ses rêves .

Voici comment Kevin Burke résume ce slogan : « C’est un concept de plus en plus important pour le monde futur. C’est à propos du fait d’être capable de payer, qu’importe la devise et avec plusieurs canaux. De plus, il y a un côté ambitieux au concept « d’everywhere », qui est l’endroit ou la place où vous voulez être et comment Visa peut vous aider à y parvenir. »

Un spot sobre et efficace dans sa conception mais qui n’en reste pas moins très poétique, Visa s’inscrit comme votre partenaire pour vos réussites futures.

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  1. VISA lance sa campagne pour la Coupe du Monde avec les Simpson et Star Wars

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