Ad of the day: Visa - Flying
It's heartening to learn that female ski jumpers are finally getting a chance to compete at the Winter Olympics, but disheartening to consider that the message recorded by Amelia Earhart played during this Visa ad was recorded in the 1930s. Why has it taken so long to achieve equality in this realm?
The filming is excellent; giving a sense of the tense, exhilarating journey the young protagonist is embarking on and allowing us to almost hear the wind whistling past our ears as she soars through the air. She is 19-year old Utah-born Sarah Hendrickson, 2013 World Champion and a member of the Visa Team; determined, focused and with the tensile strength of a steel cable.
It was an interesting decision to use Amelia Earhart's words in this ad but we wonder if it had been fully thought through. Her speech is certainly inspiring and we can see what they were thinking when they set up a comparison between Earhart's pioneering flights and those of Hendrickson but the aviator is most famous for her mysterious disappearance. Let's hope Hendrickson's landings are more successful than her brave forbear.
Agency BBDO (New York)
CCO David Lubars / Greg Hahn
ECD Toygar Bazarkaya / Don Schneider
Creative Director Grant Smith / Danilo Boer
TV Producer Georgie Turner
Agency Executive Producer Brian Mitchell / Amy Wertheimer / Angelo Ferrugia
Film Production Arts & Sciences (USA)
Director Michael Spiccia
Producer Pat Harris
Executive Producer Mal Ward / Marc Marrie
Photography Ross Emery
Editor Richard Orrick @ Work
VFX Angus Kneale @ The Mill
Colourist Seamus O'Kane @ The Mill
Sound Design Barking Owl