MasterCard Priceless Spots to Have New ‘Flavor’ in 2008

New television creative to feature both credit and debit payment options for the first time in the history of the Priceless® campaign; three new television spots debut today

MasterCard Worldwide today introduced a new tag treatment highlighting both credit and debit payment options in its award-winning Priceless television advertising. In the new treatment, the MasterCard logo will “flip” to showcase the two payment forms that consumers use the most – credit and debit.

The new tag begins appearing on three new Priceless TV spots – entitled “Catch,” “Dinner Out,” and “Milk” – breaking today and airing in general brand rotation. This marks the first time in the decade-long history of the Priceless campaign that these forms are featured together. The new tag will appear on most Priceless TV advertising moving forward, where appropriate.

“MasterCard recognizes that most consumers carry both credit and debit products in their wallets and are now using them more than ever in place of cash and check,” said Amy Fuller, Group Executive, Americas Marketing for MasterCard Worldwide. “To reflect that preference and behavior, we created something that effectively communicates both ‘flavors’ of payment options.”

Three new ads break today
“Catch” is essentially an anthem to the to the great parent-child tradition. The 30-second spot opens with a Dad playing catch with his son in the backyard but soon spreads across the country. From small towns to big cities, the spot depicts people playing catch with their kids.

“Dinner Out” uses a computer generated imagery to tell a story about an elegantly-dressed couple who leaves the house to go out to dinner. They close the door and turn off the lights and all of the kitchen utensils come to life. The pots and pans party; two serving spoons lay together on a couch; a group of utensils sit in a pot of water like a hot tub; and a craving knife watches a scary movie. Just before the couple returns, the utensils rush back to their proper place and the kitchen looks the way the couple left it.

In “Milk,” a woman arrives at a grocery store on an empty stomach. She’s there to purchase milk and enters the store with an empty shopping cart, only to be shown leaving with the cart overloaded with food. A teenage boy runs out behind her to hand her the carton of milk she had left at the register.

Creative for the MasterCard Priceless campaign is handled by McCann Erickson/New York: Joyce King Thomas, EVP, Chief Creative Officer; Robert Frost, SVP, Creative Director; Michele Raso, SVP, Creative Director; Sally Hotchkiss, EVP, Executive Producer; Lisa Brandriff, SVP, Senior Copywriter; Jonathan Shipman, SVP, Deputy Head Broadcast Production; and Chris Cereda, VP, Assoc. Creative Dir.

About MasterCard Worldwide
MasterCard Worldwide advances global commerce by providing a critical economic link among financial institutions, businesses, cardholders and merchants worldwide. As a franchisor, processor and advisor, MasterCard develops and markets payment solutions, processes over 16 billion transactions each year, and provides industry-leading analysis and consulting services to financial institution customers and merchants. Through its family of brands, including MasterCard®, Maestro® and Cirrus®, MasterCard serves consumers and businesses in more than 210 countries and territories. For more information go to www.mastercard.com.