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MasterCard Launches New Small Business Creative During ABC Broadcast of 80th Annual Academy Awards


Brand to have three spots in broadcast, including previously-announced spot for Priceless Search campaign

MasterCard Worldwide today announced a new Priceless® television spot, entitled “Land,” set to debut during the broadcast of the 80th Annual Academy Awards on Sun, Feb. 24. “Land” is an engaging, 30-second animated spot for MasterCard BusinessCard® showing a person leaping from a corporate career to pursue his own “big idea” and become a successful small business owner.

The “Land” spot is one of two new TV executions breaking during the broadcast of the show. Last week, MasterCard announced that it would debut a 60-second spot, entitled “Studious Pupil,” to officially launch the new Priceless Search campaign. A third spot, entitled “Dinner Out,” will also appear on the broadcast. That spot debuted in mid-January and has since been appearing in general brand rotation.

“’Land’ conveys an entrepreneur’s dream to break away from the corporate world in favor of running one’s own business,” said Chris Jogis, VP, US Brand Marketing for MasterCard Worldwide. “The creative is reflective of how many small business owners pursued their vision and journeyed into entrepreneurship.”

“Land” is the second MasterCard spot for small business featuring this themed animation. The first, entitled “Small Business Trip,” debuted in October 2007 and helped launch MasterCard Easy Savings™ – a new savings program for MasterCard BusinessCard. The animation featured in both spots is a first for the small business category. “Land” is also the first animated MasterCard spot to debut during the Oscars.

Creative for the MasterCard Priceless campaign is handled by McCann Erickson/New York: Joyce King Thomas, EVP, Chief Creative Officer; Lisa Brandriff, SVP, Senior Copywriter; Chris Cereda, VP, Assoc Creative Director; Sally Hotchkiss, SVP, Exec Producer; Smith & Foulkes, Directors/Animators.


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