An athlete's heartbeat serves as the centerpiece of this stirring spot from Visa, promoting the brand's sponsorship of the Rio 2016 Olympics. The ad follows a man's journey as he prepares for the big event, capturing his soulful solitary moments as he goes through the rituals of his rigorous training, continuing all the way to the big moment, when he finally gives it his all at the Olympics stadium. Each scene is interspersed with shots and sounds of his pumping heart, its thumps helping to build tension and excitement till the end.
Poetic and riveting, the story is meant to illustrate Visa's involvement in the games: "Visa is the beating heart of payments -- our system never stops and works whenever and wherever it's needed," said Visa Europe Executive Director, Brand & Central Marketing Gary Twelvetree in a statement. "Just like the Olympians that will compete in the Games this summer, Visa is always on and ready to perform. This film is a celebration of that synergy."
The ad was directed by award-winning creative-turned-director Juan Cabral of MJZ, the mind behind great ads such as Cadbury "Gorilla" and Sony "Balls" and who previously helmed other gorgeous ads such as Ikea's "Beds."
A 90-second version of the ad will be shown in U.K. cinemas. Other versions will also run on a variety of platforms, including Facebook, Twitter and YouTube.
Visa's not alone in capturing the emotional intensity of an athlete preparing for the games. Earlier, Under Armour and Droga5 debuted this moving ad looking into the Olympic training of Michael Phelps.