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Company: Visa International
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Brand: Visa
Ad Title: Closing Ceremony "Inclusion"
Business Category: Financial Services
Media Outlets: Television
Country: United States
Region: North America
Agency: BBDO Worldwide
Year: 2014
Target: Gays & Mainstream
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Theme(s)

Gay Pride

Theme Breakdown

AdRespect Score: 
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Aired during the closing ceremony of the 2014 winter Olympics in Sochi, Russia, Visa puts another corporate thumb in the eye of an anti-gay law recently passed in Russia (along with Coca-Cola, Chevrolet, and smaller advertisers from several countries).

Starting off with many shots of Olympians, national flags, and the opening ceremony fireworks, Morgan Freeman intones, "Every four years, 2,800 people get a chance to reach their dreams. Here's to the other 7 billion getting a chance to reach theirs." Many shots of everyday people flash across the screen. "A world where everyone is accepted, everywhere. That's where we want to be." Among the images, is a single person holding a rainbow flag in a large crowd.

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