""True story: we actually pitched this campaign idea to Visa years ago and it kind of went nowhere," Reynolds tells Fast Company. "Lots of time brands will come to us and say 'scare us' and then we do and they run away screaming. It wasn't until early this year when I got connected to [Visa CMO] Frank [Cooper] and I half jokingly told him we had worked on this idea and he was like . . . wait a second . . .""
""The spot, by the production company Maximum Effort that Reynolds and George Dewey cofounded in 2018, imagines Fyre Fest but spookier. The failed music festival is a zombie brand that sold its brand assets in July on eBay for $245,300 to a mystery buyer. Its value isn't in putting on a successful music festival, but for the meme of it all.""
""Though Visa didn't buy the name, they're using it in the ad to set the tone. As the camera zooms through the scene, an actual zombie pops out of the sand, and when the viewer is brought to the shore, they learn the only way off the island is via a man with a boat named Rusty. "And he does not take emotional distress," Reynolds says in the voice over. But Rusty does, however, take Visa.""
Visa launched an ad that depicts a haunted desert island to position the card as accepted everywhere, including undesirable places. The spot repurposes the Fyre Fest meme to set tone without purchasing the festival's brand name. The ad shows a zombie and a boat operator named Rusty who accepts Visa but not emotional distress, and culminates with Visa's slogan followed by the line 'and some places you really don't.' The creative approach uses a simple subversion of an iconic positioning to bring new life to the brand.
Read at Fast Company
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