Visa has launched a new international campaign in which she reinterprets her famous slogan “Everywhere You Want To Be” with an ironic turn: “… and submaces you Really Don’t.”
Narrated by Ryan Reynolds and produced by the actor’s creative company, Maximum Effort, the spot presents a scene on a deserted island – inspired by the failed Fyre Festival – to illustrate, with humor, how even in extreme situations Visa remains present.

The piece proposes a story in which those attending a festival face a hostile environment and discover that the only way to leave the island is through a boat piloted by Rusty, a character that does not accept “Emotional anguish”but pays with visa. The spot ends with the voice of Reynolds reciting the classic motto of the brand, followed by its ironic update.

The campaign is a change in tone in visa communication, which has traditionally maintained a functional approach in a sector, the financial, characterized by caution. According to Frank Cooper, Chief Marketing Officer of Visa, the intention is now to expand the scope of the message: “People seek solutions for both their dreams and for their problems. We had already offered the aspirational part. This new approach also covers the unexpected moments”he explains.

Visa first adopted the slogan “It’s everywhere you want to be” in 1985 and used it until 2006. In 2014 he recovered it in abbreviated format. In this new stage, the brand seeks to link not only aspirational experiences, but also unpredictable, maintaining the premise that Visa is available in any context.

The result is a campaign that plays with cultural references, such as the Fyre Festival or the rise of memes, to connect with the new generations through the resource of humor.