Ryan Reynolds takes a spin on Visa's slogan
Visa has collaborated with Ryan Reynolds for a humorous advert that takes a spin on its slogan, highlighting how it supports customers when things go wrong.
While Visa’s well-known slogan promises to be “Everywhere you want it to be,” this advert aims to demonstrate that it is also there to help customers out of the awkward and unexpected situations they’d rather avoid.
Demonstrating how Visa can help when plans go wrong, Reynolds voices over an advert set at Fyre Festival. It pokes funs at the notorious event that promised luxury but collapsed, leaving attendees stranded with poor accommodations and food.
As everyone scrambles to leave the island, Rusty, the sailor of a tiny wooden boat, accepts Visa to get attendees to safety, demonstrating that Visa is everywhere customers want to be and even some places they really don’t.
Frank Cooper, CMO at Visa, noted that the advert marks a shift away from Visa’s usual marketing approach as humour has historically played little role in the traditionally serious world of financial services and payments.
However, in a crowded media landscape, capturing attention is the hardest part and humour provides an effective way in. Therefore, the commercial puts a playful spin on Visa’s iconic catchphrase, “Everywhere you want to be,” while tapping into a relatable human experience.
He added: “Our slogan has long been connected to the idea of cross-border travel, which is a major area for transactions at Visa. When it comes to travel, or life in general, people want solutions to two things — problems and dreams,
“We gave them the dreams part, but this commercial is all about solving problems. We’ve all been in a situation that we wanted to get out of — being able to use your Visa card in even the most unexpected places can help you do just that.”