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ADVERTISING CAMPAIGNS

MasterCard ‘Neville’ advert

Agency: McCann Erickson

Client: MasterCard


McCann London has released a major new TV campaign starring world famous Welsh songstress Bonnie Tyler, to promote MasterCard World Card platform.

The campaign, designed to highlight the flexible rewards that are available to consumers via a number of issuers of World MasterCard in the UK, is built around the MasterCard brand with the strapline: “Getting back more than you expected: priceless”.

“The new ad is designed to appeal to savvy, post-recession consumers who are increasingly keen to be rewarded for spending. It also expresses MasterCard?s gratitude to consumers, which is reflected in the bespoke rewards and offers they receive from their bank for choosing to use their World MasterCard, such as cashback on purchases, insurance and special deals at certain retailers,” said VP, Head of Brand and Sponsorship Marketing for MasterCard in the UK and Ireland, Ben Rhodes.

The new ad features an ordinary man, named Neville, who is serenaded by Bonnie Tyler with a special adaptation of her hit ‘Total Eclipse of the Heart’? to express her thanks to Neville for spending on his World MasterCard.

During the advert, Neville witnesses an incredible scene involving rollerskating angels, a dog driving a miniature car and an enormous gold statue of himself – all with the phrase ‘THANKS NEVILLE’, emblazoned across them.

The feature ends with petals raining down from a helicopter and two huge banners being unveiled on distant tower blocks reiterating the message of gratitude.

The TV campaign, created by McCann London includes a 60 second commercial with 30 and 40 second cut-downs. The TV campaign will run from 11 April to 16 May nationwide.




AJR
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