Sports stars Lionel Messi and Neymar Jr star in Mastercard’s latest global campaign, which has been crafted to run in 45 countries.
Including top athletes from around the world, including Dan Carter, Bryan Habana, Annika Sorenstam, Ana Ivanovic and Valeri Kamensky, allows the spot to be adapted and made locally relevant for each market.
The campaign, entitled ‘Priceless’ is Mastercard’s first ad leveraging its new brand identity.
The ad follows the story of a dog’s lost red ball, which represents half of Mastercard’s logo, which has been newly streamlined after the company ditched its old branding.
While the sentiment of the athlete uniting to help find the lost dog toy is cute, the work intends to promote a deeper message on how seamlessly Mastercard technology works across different countries and cultures.
Mastercard chief marketing and communications officer Raja Rajamannar said: “People today expect more than a great product – they expect brands to have a point of view, and it’s through Start Something Priceless that we show ours.
“We’ve always been a brand focused on experiences over things, and are thrilled to see our global ambassadors uniting to demonstrate in a light-hearted way, that together, everything is possible. It is a message we hope reminds people that we are all stronger when we come together, and have some fun with it too.”
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