Aug 14, 2008

Mktg - Visa & Phelps go for Gold

NEW YORK Visa broke a new commercial in its "Go world" campaign yesterday, commemorating Michael Phelps' historic performance at the 2008 Beijing Olympic Games.

The commercial celebrates the athlete's record-breaking achievement of winning the most career Olympic gold medals, 11. The ad continues the sepia-toned treatment of Visa's ongoing Olympics campaign from TBWA\Chiat\Day, which began running in May. Images of Phelps in competition are featured as Morgan Freeman's narration explains that the athlete has competed against the past, against the history books, but "most of all, he's competed against himself. Congratulations Michael for having won more gold medals than anybody. Ever." The spot ends with the image of Phelps, celebrating the U.S. team's gold medal performance in the 4 x 100 meter freestyle relay.

"Michael Phelps truly embodies the spirit of our 'Go world' campaign that celebrates memorable Olympic moments and the extraordinary athletes who achieve them," said Kevin Burke, head of consumer marketing at Visa. "We congratulate Michael on this momentous achievement and wish him the best as he continues his march towards Olympic history."

Visa has been a worldwide Olympic partner for more than two decades. During the 2004 Summer Games in Athens, Greece, the company ran an ad showing Phelps swimming from Greece to the Statue of Liberty.

Watch the Campaign Here

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