[In the end Visa is what it's always been, and I'm not even sure why they need to advertise.
As jackg has pointed out, they are losing market dominance. 20 years ago if you wanted to buy something in a store or online, you could pay in cash, Visa, or Mastercard. Now you can use Google Pay, Apple Pay, Microsoft Pay, PayPal, Venmo, Cash App, Zelle, Advanced Cash, dozens of other banking or payment apps, and now bitcoin too. They will be feeling the squeeze, and this is only going to get worse for them over time.
They claim, for example, that Bitcoin addresses the problem of the world's unbanked population. Well, I should also say many of the unbanked are technologically-illiterate, poor, beyond the reach of electricity, don't have access to internet, and so on.
I appreciate that point of view, but that's not what I think of when I think of addressing the unbanked. Bitcoin overcomes the issues with banks, not the issues with entire infrastructure of the country. If you have terrible credit and have been turned down by a bank, bitcoin addresses that. If you have no ID and so can't open a bank account, bitcoin addresses that. If you have no fixed address and can't open a bank account, bitcoin addresses that too.