Visa plays up China Olympic pride

The 60-second spot features 10 gold medal hopefuls from the Chinese speed skating, figure skating and skiing teams sponsored by Visa. The TVC ends with a shot of the victory gesture, a play on the letter V of both Visa and victory to signify both personal and national pride. "The aim of the 'Victory' campaign is to celebrate Team Visa with the expectation of achieving victory not just for athletes but also for the Chinese public who support the team," said Visa China marketing manager Mimi Yu. "The beauty of the spot lies in how the music and the overall look and feel of the spot which creates excitement for the games." Cut downs of the spot will also be aired until the end of the games in February, and there will be outdoor, internet and print to support the TVC. Victory is only the second locally produced campaign by BBDO CNUAC for the credit card firm after last year's 'Honeymoon' campaign. The latter campaign targeted at sophisticated Chinese consumers with high disposable incomes, with the aim of promoting credit card usage in a cash-based society. Victory was directed by Mexico's Hari Carlos Sama on his first Asian assignment, shot in Beijing and Inner Mongolia and produced by Gravity Films. At presstime, Visa was poised to name its first below-the-line retainer agency in China after a pitch that included local shops and Publicis Dialog.