Mastercard's latest global campaign unites top athletes including football's Lionel Messi and Neymar Jr in a mission to retrieve a dog's lost red ball. Upon this fun premise, the financial giant has crafted a spot it can cut to run in 45 countries.
The inclusion of sports stars from around the world, including Dan Carter, Bryan Habana, Annika Sorenstam, Ana Ivanovic and Valeri Kamensky, means the McCann-made master film can be adapted into locally relevant spots for each market.
The 'Priceless' campaign is also the brand's first to leverage its new sonic identity. And the red ball is intended to represent half of its logo – newly streamlined after the brand ditched its old typographical marque.
Beyond the cutesy story of sports stars banding together to find a lost dog toy, the work's aim is to show how seamless and convenient Mastercard tech is across different continents and cultures. The brand said the work sets a new benchmark for global execution by uniting regional teams and agency partners. In doing so it has created an ad that works across Mastercard's many markets.
Raja Rajamannar, chief marketing and communications officer of Mastercard (and WFA marketer of the year), said: "People today expect more than a great product – they expect brands to have a point of view, and it’s through Start Something Priceless that we show ours.
"We’ve always been a brand focused on experiences over things, and are thrilled to see our global ambassadors uniting to demonstrate in a light-hearted way, that together, everything is possible. It is a message we hope reminds people that we are all stronger when we come together, and have some fun with it too.”
Rajamannar is a big believer in 'global' marketing and this latest campaign leans right into that philosophy.
Vote for the campaign below in The Drum's Creative Works.