<![CDATA[mastercard: “studious pupil”.]]>Mercifully moving away from the whole “Sheets – $5, I.V. tubing – $50, Being there when they pull the plug on Grandma… priceless” juggernaut (while still building the brand equity of the entire “priceless” notion, which I actually do like…), I enjoy this spot because it’s not working quite so hard at being an ad. People are going to bitch about it just being a beautiful, interesting, eye-catching piece of film. And what’s so wrong with that?
Some people are boring, but those that aren’t will like this ad. It made me like MasterCard more, and that’s precisely the point.
(Agency: McCann Erickson – New York, Director: Christian Bevilacqua @ Therapy Films)