Australian and New Zealand athletes mare making a series of cameos in Visa’s new pre-Olympics global advertising campaign ‘The Carpool to Ri’.
The campaign, which is being cut to feature athletes relevant to regions where it is being broadcast, shows a global car pool coming together as they make their way to Rio.
Australian Sally Pearson gets a nod in the ad which will be shown across Australia and New Zealand, along with Kiwi shotputter Valerie Adams.
A total of 20 Olympians are being rotated through the ads which also feature a number of Visa retail partners and show the athletes using various payment methods supported by Visa.
“Our Olympic ‘Carpool’ campaign reflects the broader aspects of acceptance – demonstrating Visa’s support and celebration of athletes across cultures, geographies and sports,” said Lynne Biggar, Visa’s CMO and executive vice president.
The campaign will run across media channels including broadcast and digital.
However, in Australia the campaign will be digitally-led with Visa anticipating that many millennials will watch the games via digital platforms.
The campaign was created by Visa’s main agency, BBDO.