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    Advertising Satya

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    Ajit Kushwaha
    The document discusses a campaign created by advertising agency McCann-Erickson for MasterCard. Copywriter Joyce King Thomas was worried the campaign seeking an emotional connection could be seen as manipulative or imply you need money to have close relationships. To avoid this, the campaign featured an emotional moment between a father and son to show spending money can create fun and happiness in relationships. When another program used MasterCard's "Priceless" tagline, they took legal action to protect their copyright. The "Priceless" theme was effective because it highlighted things money can't buy while promoting MasterCard for other purchases, and was beautifully executed in advertisements.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Advertising Satya

    Uploaded by

    Ajit Kushwaha
    31 views9 pages
    The document discusses a campaign created by advertising agency McCann-Erickson for MasterCard. Copywriter Joyce King Thomas was worried the campaign seeking an emotional connection could be seen as manipulative or imply you need money to have close relationships. To avoid this, the campaign featured an emotional moment between a father and son to show spending money can create fun and happiness in relationships. When another program used MasterCard's "Priceless" tagline, they took legal action to protect their copyright. The "Priceless" theme was effective because it highlighted things money can't buy while promoting MasterCard for other purchases, and was beautifully executed in advertisements.

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    advertising Satya

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    The document discusses a campaign created by advertising agency McCann-Erickson for MasterCard. Copywriter Joyce King Thomas was worried the campaign seeking an emotional connection could be seen as manipulative or imply you need money to have close relationships. To avoid this, the campaign featured an emotional moment between a father and son to show spending money can create fun and happiness in relationships. When another program used MasterCard's "Priceless" tagline, they took legal action to protect their copyright. The "Priceless" theme was effective because it highlighted things money can't buy while promoting MasterCard for other purchases, and was beautifully executed in advertisements.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    31 views9 pages

    Advertising Satya

    Uploaded by

    Ajit Kushwaha
    The document discusses a campaign created by advertising agency McCann-Erickson for MasterCard. Copywriter Joyce King Thomas was worried the campaign seeking an emotional connection could be seen as manipulative or imply you need money to have close relationships. To avoid this, the campaign featured an emotional moment between a father and son to show spending money can create fun and happiness in relationships. When another program used MasterCard's "Priceless" tagline, they took legal action to protect their copyright. The "Priceless" theme was effective because it highlighted things money can't buy while promoting MasterCard for other purchases, and was beautifully executed in advertisements.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 9

    How do you put a price on Great Creative?

    Ask McCann-Erickson
    • Advertising Agency
    • Director – Nina Disesa
    • Hired copywriter – Joyce King Thomas
    Question 1
    • Campaigns that seek an emotional connection
    are difficult to pull of. Joyce king Thomas put it
    this way. “one thing we were worried about that
    people would think we were telling them they
    would have to spend money to have a close
    relationship but that hasn’t come up.” King
    Thomas worried from the start that the campaign
    might be deemed manipulative or sappy by the
    consumer. “This kind of work can easily slip into
    bad hallmark advertising.” What in McCann’s
    work has helped MasterCard to avoid this prob?
    • Answer
    There is normal to use emotional connection in
    Campaigns.
    King Thomas & team worried about people would
    think they were telling them they would have to
    spend money to have a close relationship.
    Because….
    MasterCard is one type of borrowing money from
    other. So negative effect of the advertising from
    public is mainly reason for worry.
    because of this negative effect this work can easily
    slip into bad Hallmark.
    For avoiding this problem MaCann takes some
    step like
    Using Emotional Connection between Father &
    son.
    They make advertise on one idea “There are
    some things money can’t buy, For everything
    else, there’s MasterCard”
    They simply shows that spending money in
    close relationship is good to make some fun or
    happiness.
    Main part of advertising is emotional
    communication between 11year son & father.
    Question 2
    • When the HBO program Arliss used the
    “Priceless” tagline in one episode, MasterCard
    used for trademark and copyright
    infringement. Would you have advised
    MasterCard to protect its slogan this way?
    Why or Why not?
    Answer
    • Of Couse Mastercard have to protect their slogan .
    • Because.. In this advertising people accept that
    emotional conversation between father & son is
    “Priceless” & MasterCard make ‘Priceless’ as their
    tagline.
    • Tagline of any company makes prestige in the market.
    A tagline is Business’s first & last impression. It
    represent your business & communicates to potential
    customers.
    • So MasterCard have to claim on HBO program Arliss for
    using same tagline. And take some legal step against
    them.
    Question 3
    • What makes the MasterCard “priceless”
    theme a winning creative idea? How would
    you determine if it is truly effective?
    Answer
    Many things makes the MasterCard “priceless”
    theme a winning creative idea. Like….
    • Cranin come up with “There are some things
    money can’t buy. For everything else, there’s
    MasterCard.”
    • Advertisement was choreographed
    beautifully.

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