Ryan Reynolds Lends Iconic Visa Tagline Some Snark

Published on September 19, 2025

Visa’s newest spot lets Ryan Reynolds bend the brand’s most famous line, adding a punchline that expands “everywhere you want to be” into the places you would rather avoid. The ad is set on a haunted, Fyre Fest–flavored island and uses a simple subversion to refresh a positioning that has anchored the company since 1985 and returned in shortened form in 2014.

What is new is not just the scenery, but the strategy to compete for attention with humor and cultural references in a category that has long treated itself as too serious. Visa’s marketing lead frames the shift as broadening from dream-filled experiences to solving everyday problems, a timely move as payments faces pressure from buy now, pay later players and other upstarts.

The campaign is running now, with the spot narrated by Reynolds and built to refresh a decades-old promise for today’s attention economy.

Full story: Fast Company

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