MUMBAI: Visa used the recently held Super Bowl XXXVIII in the US to make known it's association with the Athens 2004 Olympic Summer Games which will be held in June this year.

Created by BBDO Worldwide, New York, the new Visa ad was launched on 1 February during one of the ad breaks at the Super Bowl.

The 30-spot ad highlights Visa's sponsorship of the upcoming Olympic Games and is entitled "Snowball." The ad features two Olympic hopefuls and representatives of its Gold Medal Athletes program - Kerri Walsh and Misty May from the US women's beach volleyball team. The women are shown preparing for the upcoming summer games. However, the athletes are so eager to hit the beach in Athens, they are braving the frigid winter elements in typical beach volleyball attire... bathing suits.

According to a media report, the ad that was shown during the Super Bowl was successful in blending sex appeal with athletics and managed to catch attention, especially that of students.

This ad has also been reported in some media reports as being the 'Most Expensive Looking' ad aired during the Super Bowl.

Visa first started advertising during the Super Bowl in 1994, and had Olympic-related spots in 1996 and 2000.