MasterCard's latest execution in its 'Priceless' advertising campaign continues its theme of emotional moments that transcend price tags. It appears in this week's Adwatch table at number eight, with recall of 45%.
The global campaign, conceived by McCann-Erickson New York in 1997, came to the UK at the end of 1999. It has now run in 96 countries and 45 different languages.
The latest execution features two women lunching over the course of a year. A voiceover says: "Starter, £7; main course, £12; dessert, with two spoons, £4; a quick bite with a friend, priceless. There are some things money can't buy, for everything else, there's MasterCard."
The campaign was created at a time when MasterCard had several different taglines globally. MasterCard wanted something different so it developed a positioning for the US and other major markets in which it competes.
The theme was borne out of an idea that consumers wanted to improve the quality of their lives with their purchases rather than just keep up with their neighbours.
Jas Gill, account director at McCanns, explains: " The ads come from a recognition that consumers aren't always interested in material possessions, it's what those things mean to them - that we're facilitating something money can't buy."
One ad in the campaign featured the Muppets. It showed Kermit the Frog, Miss Piggy, Gonzo, Animal and other favourites from the TV series going on a trip to New York, where they created their own priceless memories.
MasterCard has this year renewed its sponsorship of the Brit Awards for a further three years. The brand is also a heavyweight football sponsor, with packages covering the FIFA World Cup, UEFA European Football Championships and UEFA Champions League.
Another ad in the series tied in with MasterCard's football sponsorship.
The ad broke in the run-up to the World Cup and offered a trip for four to the competition in Japan.
'Best Man' showed four friends, each damaging a personal item as they discover they are going to the ultimate football competition.
The voiceover said: "Ruining John's shirt, £35; wrecking Dan's mobile, £69; massacring Pete's geraniums £28." The friends were then shown at one airport as a fourth mate strode up and asked: "So who fancies a trip to Japan, then?" The voiceover continued: "Being the most popular mate in the world, priceless."
The 'Priceless' campaign has included press, radio and online ads, with media through Universal McCann.
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