Magazine article American Banker

MasterCard's 'Whole World' Commercials Can Be Customized

Magazine article American Banker

MasterCard's 'Whole World' Commercials Can Be Customized

Article excerpt

In the latest installment of its "You've got the whole world in your hands" advertising campaign, MasterCard International has created a way to interject local flavor into an international spot.

The "whole world of welcome" commercial began running this month in every region but the United States, where the New York-based association continues its "smart money" ad campaign.

Using the catchy "whole world" tune and footage of people from across the globe, the spot highlights

MasterCard's worldwide acceptance, to say "anywhere you go, anywhere you travel, you can use your Master Card," said Karen Isaksen-Taylor,. vice president of global advertising and communication for MasterCard.

It was created by CM Lintas International/London for MasterCard so that overseas financial institutions can customize it to reflect their region and bank brand.

Visa International kicked off its international advertising campaign in May with an ad that highlighted the utility of the Plus automated teller machine network.

Other ads to follow will focus on Visa as an essential component of travel.

A series of television ads for MasterCard's "whole world spot," ranging from 15 seconds to a minute, have been created using windows that allow the members to introduce live footage or graphics that are specific to their markets.

Radio spots come in 40 second and 60 second versions to promote MasterCard products and the Cirrus automated teller machine network.

Print ads can be customized with members' logos, copy and bank cards. …

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