Visa’s NFL spot starring the Steelers mascot tells a tale of small steps & big dreams
New work from W+K Portland follows young Steely McBeam as he forges his own path – one small step at a time – toward becoming the Steelers mascot.
Visa is set to premiere its latest campaign during tonight’s highly anticipated AFC East matchup between the Buffalo Bills and the Miami Dolphins, marking the official start of the second week of the 2024 NFL season.
The new ad, ‘Origin Story,’ introduces viewers to a fresh take on the Pittsburgh Steelers’ beloved mascot, Steely McBeam, that ties into Visa’s core message: small steps lead to big change.
In a whimsical yet touching spot, audiences are taken back in time to discover the origin story of Steely McBeam, the current iconic mascot of the Steelers. The narrative begins with young Steely at a construction site, where he learns that the Steelers are in search of a new mascot.
Inspired by the opportunity, he begins sketching ideas for his own persona at his desk, determined to forge his own path. Despite initial disapproval from his father – delivered in the memorable line, “We’re steel workers, Steely” – the young mascot-in-training presses forward, crafting his identity.
Armed with a vision and his Visa touch-pay app, Steely purchases his signature workwear: the iconic yellow checked shirt and coveralls. The next morning, he returns to the construction site in full mascot regalia and flying the Steelers flag, to the surprise and admiration of those around him.
The ad concludes with Steely rallying the crowd at the Steelers’ stadium, bringing Visa’s campaign message home: “Every step forward takes you closer to where you want to be.”
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“‘Origin Story’ aligns with Visa’s strategy to celebrate the small steps that move us forward toward our goals,” Mary Ann Reilly, Visa’s North America chief marketing officer, tells The Drum. “We can all relate to Steely persevering to follow his dreams, disregarding the naysayers. At Visa, our purpose is to be the best way to pay and be paid, so we want to enable those dreams every day.”
The campaign, created in collaboration with Wieden+Kennedy Portland, encapsulates Visa’s goal of empowering individuals to take small yet meaningful steps toward their goals. The journey of Steely McBeam Jr, overcoming doubts and following his passion, seems to mirror the everyday actions of Visa’s customers, where every transaction can be seen as a step forward.
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The ad will air nationally, including across online, streaming and social channels.
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