Visa dispels the myth of the overnight success with Pharrell, Sky Brown & more

‘Prodigies’ features an impressive lineup, including music legend Pharrell Williams, tennis superstar Iga Swiatek, Olympic medalist in skateboarding Sky Brown, Visa Cash App RB driver Daniel Ricciardo, chef and entrepreneur Roy Choi and artist and designer Gemma O’Brien. Through their stories, ‘Prodigies’ brings to light the early dreams, relentless hard work and challenges each person faced before becoming household names.

The film dispels the myth of the prodigy by showcasing the real, often arduous journeys behind every “overnight success” and “unfairly gifted” individual. It serves as a powerful reminder that behind the scenes of greatness are “late nights,” “tough days” and countless “small steps” that lead to big achievements.

“We’ve been talking about this campaign as a love letter from Visa to anyone working to achieve their goals,” Jeff Cha, Visa’s senior vice-president and head of global brand, told The Drum. “Becoming an Olympian or a global entrepreneur might not be in the cards for many of us, but we can all relate to the belief that anyone can make it. We also know that there’s no such thing as an overnight sensation. It’s hard work, perseverance, and the small steps you take every day that get you closer to where you want to be – and Visa wants to enable those journeys every day, as our purpose is to be the best way to pay and be paid.”

Created by the renowned creative agency Wieden+Kennedy, the campaign is designed to resonate with anyone striving to achieve their goals, regardless of their field. From athletes to artists, ‘Prodigies’ speaks to the universal experience of chasing a dream and the incremental efforts required to turn those dreams into reality.

Visa plans to leverage multiple communication channels to share this new brand positioning, including advertising campaigns, activations and direct communication on social media. The objective is to ensure that every customer and stakeholder understands and connects with Visa’s belief in the ‘power of small steps.’

The spot will run online and on broadcast channels globally. It will initially launch in North America on June 15 and will roll out in portions of Central Europe, the Middle East and Africa starting in July.

Ads will feature prominently during the Olympic and Paralympic Games, aligning with the spirit of perseverance and excellence celebrated at these global events.

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