Visa's 'The Swim' Ad Tells the Story of a Refugee Swimmer
Hayley McGlone — August 9, 2016 — Special
References: creativity-online & adweek
Visa's 'The Swim' ad tells the awe-inspiring story of Yusra Mardini, a swimmer on the Team of Refugee Olympic Athletes.
'The Swim' blends Yusra's story of escape and courage and her time training in the pool seamlessly, showing how her determination both saved her and got her to the Olympic Games. Yusra is a Syrian refugee, who swam her boat to safety and pulled 17 refugees behind her in the Mediterranean Sea in 2015. Yusra made it to Berlin, which is where she trained to prepare for the Olympic Games.
Yusra Mardini is competing on the Team of Refugee Olympians with other athletes from Syria, the Democratic Republic of the Congo and South Sudan. Visa is sponsoring all 10 athletes on the team, and 50 other athletes at the Olympic and Paralympic Games.
'The Swim' blends Yusra's story of escape and courage and her time training in the pool seamlessly, showing how her determination both saved her and got her to the Olympic Games. Yusra is a Syrian refugee, who swam her boat to safety and pulled 17 refugees behind her in the Mediterranean Sea in 2015. Yusra made it to Berlin, which is where she trained to prepare for the Olympic Games.
Yusra Mardini is competing on the Team of Refugee Olympians with other athletes from Syria, the Democratic Republic of the Congo and South Sudan. Visa is sponsoring all 10 athletes on the team, and 50 other athletes at the Olympic and Paralympic Games.
Trend Themes
1. Storytelling Advertising - This trend presents an opportunity for businesses to create ads that blend compelling storytelling with their brand message, evoking emotional connections with consumers.
2. Diversity and Inclusion Marketing - By showcasing diverse and underrepresented individuals in their marketing campaigns, businesses can tap into a growing consumer demand for inclusive representation.
3. Corporate Social Responsibility Sponsorship - Sponsoring athletes and teams that promote social causes or support marginalized communities aligns businesses with a strong sense of corporate social responsibility.
Industry Implications
1. Advertising - The advertising industry can leverage this trend to develop powerful campaigns that resonate with consumers on a deeper level and differentiate brands from competitors.
2. Sports - The sports industry can embrace diversity and inclusivity by showcasing athletes from various backgrounds, inspiring greater representation and participation.
3. Corporate Sponsorship - Businesses in the corporate sponsorship industry can align their brands with social causes and support athletes who are making a positive impact, enhancing brand reputation and loyalty.
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