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 features a man called 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 a scene involving rollerskating angels, a dog driving a miniature car and an enormous gold statue of himself – all accompanied by the phrase “thanks Neville”. 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.
Mastercard UK has just appointed former John Lewis marketer Gill Barr as its marketing director and Alfredo Gangotena as its chief marketing officer.
Ben Rhodes, VP, head of brand and sponsorship marketing for MasterCard in the UK and Ireland, says: “The new ad is designed to appeal to savvy, post-recession consumers who are increasingly keen to be rewarded for spending.
“It also expresses MasterCards 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.”
The TV campaign has been created by McCann London and planned by Universal McCann. It includes a 60 second commercial with 30 and 40 second cut-downs. The TV campaign will run from Sunday (11 April) to 16 May nationwide.
The World MasterCard is currently issued by Egg, Capital One, RBS, NatWest and Tesco Bank in the UK.