Visa is supporting its sponsorship of the Women's World Cup for soccer with a TV spot recreating the stories of real-life players and the moments that changed their lives.
With the theme and tagline "One Moment Can Change the Game," the ad, by Saatchi & Saatchi, is inspired by the stories of "Team Visa" players including Lucy Bronze of Great Britain, Eugenie Le Sommer of France, Kim Little of Scotland, Dzsenifer Maroszan of Germany and Nadia Nadim of Denmark.
For example, it revisits when Nadim was selected as part of Denmark's under 15 team after arriving in the country as an Afghan refugee, and when Maroszan scored the winning goal at the Rio Olympics. Other moments include girls being bought their first pair of soccer boots, winning their first trophy or pinning a poster of their idol to their bedroom wall.
The global campaign will run in 33 countries, accompanied by digital and social films, print and OOH. It marks Visa's biggest onsite marketing investment in women's soccer so far. Chief Brand and Innovation Marketing Officer at Visa, Chris Curtin says that while the brand has run ads on women's soccer before: "We've never done anything quite on this level or this scale."
Curtin says that the creative represents that women's soccer is at a tipping point and all it takes is one moment to change everything—a message it hopes will "cascade down" to a younger generation. In terms of the Team Visa athletes selected, he says Visa focused on the nature of the person and their story rather than their "popularity," making sure they were a good fit with the Visa brand.