Campaign to debut during NFL season opener on NBC with pair of new
PURCHASE, N.Y., September 4 /CNW/ - MasterCard Worldwide (NYSE: MA) today
unveiled its latest campaign featuring Indianapolis Colts' star quarterback
Peyton Manning. "Priceless Pep Talks from Peyton Manning" is a series of
tongue-in-cheek vignettes in which Manning appears on a practice field
extolling satirical life lessons for fans.
For the first time in Manning's multi-year relationship with MasterCard -
which dates back to 2004 - fans can interact with the campaign by visiting
priceless.com/peptalks, where they can personalize one of 12 Pep Talks from
Manning and email the video to someone they know. The vignettes range from
motivating advice on driving a minivan to counseling a friend on starting a
new job or wishing them a happy birthday.
The first two spots in the series, "Social Life" and "Spouse Fight," will
debut on the nationally-televised National Football League (NFL) season opener
between the Indianapolis Colts and New Orleans Saints, September 6, on the NBC
Television Network. Others from the series will air periodically on sports and
non-sports programming and online media throughout the season.
"Over the past few years, consumers have recognized how our spots with
Peyton have blended his charm and keen sense of timing with his self-effacing
humor," said Amy Fuller, Group Executive, Americas Marketing for MasterCard
Worldwide. "In fact, when we launch new creative featuring him, we typically
see a surge of traffic to priceless.com to view the spots and
behind-the-scenes footage. We knew consumers wanted to actively engage with
the campaign, which is why we're now making it possible for them to do just
that with Priceless Pep Talks."
Between 2004 and 2006, MasterCard featured Manning in five television
spots, four of which featured him in his popular role of 'fan of the fans.'
"I've really enjoyed the reaction from fans over the last few years on my
participation in the MasterCard spots," said Manning. "The shoots have been
great and they gave me a chance to get into 'character' and just let loose. As
a fan myself, I think being able to e-mail a friend a personalized message is
a fun new twist."
Two spots break during broadcast of season opener:
In "Social Life," Manning attempts to help out the socially inept by
enlisting a teammate (Derek) to demonstrate a few dance moves that should
prove useful when out on the town.
"Social life in the dumps?" Manning asks. "Maybe what you need is a few
new dance moves. Hey Derek, show 'em what you got."
At this point Manning's teammate Derek begins his dance but is quickly
told to shut it down when Peyton thinks he is going a bit too far. "Alright
stop. Stop, that's enough. Seriously, you're gonna hurt yourself."
In "Spouse Fight," Manning plays the role of relationship counselor,
"Heard you and the spouse had a big fight. Okay, it happens."
Manning then jokingly suggests talking through the issues the way he and
his teammates do, "Well here's how the guys and I handle it in the locker
room. First, we all sit cross-legged in what we call the friendship circle.
Then we just share our thoughts and listen to each other's feelings."
At the conclusion of the spot, Manning quickly dismisses this notion and
offers a common football resolution as a means to help out the arguing couple,
"No, we don't do any of that stuff. We're football players; usually we just
tape the smallest guy to the goal posts and call it a day."
Creative for the MasterCard "Priceless Pep Talks from Peyton Manning"
campaign is handled by McCann Erickson/New York: Joyce King Thomas EVP, Chief
Creative Officer, Matt O'Rourke, Group Creative Director, Mat Bisher, Senior
Art Director, Jason Schmall, Senior Copywriter, Julie Andariese VP, Executive
MasterCard and Peyton Manning
MasterCard began its relationship with Peyton Manning with the 2004 debut
of "On Vacation." The brand then produced a series of television executions
with Manning playing the role of 'fan of the fans' in "Everyday is Sunday"
(2005); "Professional Fan/Professional Fan Part 2" (2005-06); and "Die Hard
MasterCard Football Sponsorships
MasterCard enjoys sponsorship relationships with more than 20 local
National Football League (NFL) teams. Today, 10 NFL stadiums are equipped to
accept MasterCard(R) PayPass(TM). With PayPass, football fans make their
purchases without fumbling for cash and quickly return to their seats to watch
the game they came to see.
About MasterCard Worldwide
MasterCard Worldwide advances global commerce by providing a critical
economic link among financial institutions, businesses, cardholders and
merchants worldwide. As a franchisor, processor and advisor, MasterCard
develops and markets payment solutions, processes over 16 billion transactions
each year, and provides industry-leading analysis and consulting services to
financial institution customers and merchants. Through its family of brands,
including MasterCard(R), Maestro(R) and Cirrus(R), MasterCard serves consumers
and businesses in more than 210 countries and territories. For more
information go to http://www.mastercard.com.
For further information:
For further information: MasterCard Worldwide Jon Schwartz, 914-249-6806
email@example.com Taylor Michael Kingston, 212-714-1280