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Editor's Pick. Mastercard 'Commentators'

Agency: McCann Erickson

Client: Mastercard

McCann Erickson’s European MasterCard team has created this hilarious new TV work to support UEFA Euro 2008 football tournament.

It follows the usual formula of listing the price of items featured, culminating in a "priceless" punchline while poking fun at our European neighbours.

“Traditionally, football spots tend to either take the players or fans point of view – we wanted to bring a fresh perspective by looking at it from a normally ignored view – the commentators,” the agency tells us.

“They’re supposed to be impartial, but as any football fan knows, in the heat of the moment national loyalties can't be denied. This spot celebrates what it is to be a fan, who ever you are!

The 40”, 30”, 20” executions will air across Europe both in qualified and non qualified countries until June when the tournament finishes.

Other support includes outdoor at the host airport, fanzone and a European wide promotion.

The work was commissioned by Mastercard’s European Head of Brand, Rita Broe.

AJR
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