I think a further level of engagement would be along the lines of what you’re saying. Make the ad even MORE about Bill and less about Visa. Who is Bill? Why does he do what he does?

And to your point about conforming to their process, I agree with you. With this sort of story and person, I think they could have pushed the envelope a bit by leaving the traditional television advertising medium and trying some sort of online interactive experience.

It’s a good point. There could be more told – and there is. At the Visa Europe Life Flows Better Youtube channel, they have “Makings Of” videos for each ad campaign that they’re doing.

Additionally, they highlight the deeper stories behind the people they use. The ad was choreographed, by Bill himself. His dance technique has won him awards as well as highlighted ways to deal with his condition.

This particular ad is part of a wider campaign, so perhaps the message here is simply that “You can with Visa.”

I perhaps should have made that a bit clearer in the post – my apologies.

I wanted to really see how this guy did these amazing things. I wanted to hear him speak or see him practice. I couldn’t help but think that through the magic of editing and special effects that this was not 100% real. It looks choreographed. And it probably was.

It looks like the ad agency (or the client) didn’t trust how special Bill Shannon is and decided to write a script and storyboard the spot to make it feel like all the other spots we see everyday. And to conform to a process they’re comfortable with.

Don’t get me wrong. I love the spot and the message. It’s just that they missed a chance to be authentic and let us meet this amazing talent.

Your customers don’t give a crap about last quarter’s profits. They care that you relate to people who can dance like nobody’s business.