Magazine article American Banker

Mastercard Rolls out Two Ads for TV Campaign

Magazine article American Banker

Mastercard Rolls out Two Ads for TV Campaign

Article excerpt

Two news spots in MasterCard International's quirky, six-month-old "Smart Money" advertising campaign in the airwaves this week.

One 30-second spot, "Super Dad," promotes MasterCard's wide acceptance with its standard card. A second spot, "Celebrity," introduces MasterGuest, a new service for holders of Gold MasterCard.

The new ads enter a rotation of seven total "Smart Money" television spots and will run through June 1994. MasterCard is continuing its print campaign for Gold MasterCard with ads in consumer publications aimed at households with incomes of $50,000 and higher. Print ads in trade publications round out the campaign.

Travel Discounts

The "Celebrity" spot promotes a new program that entitles holders of Gold MasterCard to a 30% discount on certain travel packages.

All Gold MasterCard holders are automatically enrolled in the MasterGuest Vacation Planning Services program at no additional fee. Cardholders call a toll-free number to arrange travel with a MasterGuest consultant.

James Desroiser, vice president for advertising at MasterCard, described the spot as "tongue in cheek." It shows a weary businesswoman checking into a hotel, transformed into a "celebrity" surrounded by photographers at the hotel pool. As the commercial ends, a voice-over says, "It's more than a gold card, it's smart money."

The "Super Dad" spot, in a comic book style, shows a father in his mid-30s using his MasterCard to withdraw money from an automated teller machine, to pay for a hospital visit and to buy toys. …

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