Visa redefines ‘Everywhere you want to be’ for the next generation

Visa has launched a new brand campaign that reimagines its iconic tagline, Everywhere you want to be, for a new generation. Called Typewriter, the film aims to embody Visa's philosophy that progress is more than just the destination. 

The one-minute film follows the story of a young woman as she uses each Visa transaction to unlock her potential. The woman stumbles upon a typewriter in a shop window and begins exploring possible career paths based on her Visa purchases, whether it is becoming a screenwriter, a chef, an entrepreneur, or a travel writer. After a quick showcase of the endless possibilities, the woman then purchases the typewriter with her Visa card. 

Typewriter will premiere during the 97th Oscars and stream across multiple online platforms. Visa said the campaign aims to refresh its brand tagline to resonate with modern consumers and their aspirations.

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"From the moment our protagonist buys her first typewriter to the day she becomes a successful screenwriter, every tap and click marks a step in her inspiring life story, proving that opportunity is just a transaction away. It’s not just about where you’re going; it’s about who you’re becoming," Visa said. 

Additionally, Visa will release 15 new films in the near future to highlight the brand’s broad usage, security, and trust. The commercials will focus on travel, everyday spending and e-commerce, showcasing how Visa enables progress and supports consumers' journeys.

Visa's campaign follows the release of its Prodigies film from 2024, which highlighted the power of small steps toward achieving goals through cultural icons, world class athlete and artists. The film featured the likes of musician Pharrell Williams, F1 driver Daniel Ricciardo, plus chef and entrepreneur Roy Choi. 

"Prodigies' highlights Visa’s enduring belief that no matter how you define it, success does not happen overnight," Visa chief marketing officer Frank Cooper, said.

"It happens through the power of small steps as people put in the work to continuously improve. This is true of some of the world’s biggest names in sports, music and art and for anyone at any level.”

Visa has also expanded its presence on social media with TakeOn2025, a content series launched earlier this year. The series spotlights Instagram and TikTok creators shaping new commerce trends. Rooted in VisaNet spending data, each story illustrates how transactions reflect who we are today and who we aspire to become tomorrow.

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