McCann imports US Mastercard idea

McCann-Erickson London is launching the ’priceless’ campaign for MasterCard in the UK this weekend.

McCann-Erickson London is launching the ’priceless’ campaign for

MasterCard in the UK this weekend.



The TV ads, adapted from McCann-Erickson’s work in the US, focus on the

important things in life and acknowledge there are some things that

money can’t buy.



The first spot features a mum returning home from shopping to two

apathetic teenagers. As she unwraps her purchases - a dress, perfume and

’ridiculously uncomfortable shoes’, a voiceover reveals the price of

each. As the woman leaves to go out for the evening in the new outfit,

her children jump up in amazement, accompanied by the voiceover: ’Not

being mum for the night. Priceless.’



A second ad, ’zipper’, is aimed at a younger audience and features the

’priceless’ moment as a man just avoids a potentially embarrassing

situation with a woman he’s trying to impress.



Each of the ads uses the strapline: ’There are some things that money

can’t buy; for everything else, there’s MasterCard.’



Rita Broe, head of marketing for MasterCard in the UK and Republic of

Ireland, said: ’We feel the new work will strike a chord with British

consumers about their own priorities and ’priceless’ scenarios.’



The pounds 4.5 million campaign breaks on Friday and runs until the end

of December. It was written by Mike Court, art directed by Nick Scott

and directed by Sandra Goldbacher through Spectre. Media is by Universal

McCann.



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