TV still
Priceless — Baseball
Mastercard · 1997
- Agency
- McCann Erickson
- Campaign
- Priceless
Analysis
Mastercard's first Priceless commercial contrasted the cost of a baseball trip with time spent together. This still shows the child applauding from the stands.
Price versus valueFamily moment
Why it worked
The applause gives the abstract idea of a priceless memory a visible action. The close frame keeps attention on the child's response.
Lesson
Separate the cost of a purchase from the value of the experience.
Image source
© Mastercard. Shown for study and commentary.
Not affiliated with or endorsed by Mastercard.