MasterCard: Heart of Commerce, Just a piece of plastic

MasterCard is taken for granted. People just expect this little piece of plastic that lives in your wallet to work anywhere in the world 365 days a year, and rightly so. But it’s so much more than just a credit card.

The task was to communicate to business leaders, financial institutions and merchants around the world the way in which MasterCard Worldwide operates, and how their unique three-tiered business model strategically drives real value for all of MasterCard’s partners, putting it at The Heart of Commerce.

Advertising Agency: McCann Erickson, New York, USA
Chief Creative Officer: Joyce King Thomas
SVP, Creative Director/ Copywriter: Robert Frost
VP, Creative Director/Art Director/Illustrator: Michele Raso
Print Producer: Jacqueline Messina
EVP, Worldwide Account Director: Richard O'Leary


jennywhx's picture
1142 pencils

nice motion graphic, i love the voice over very much.

Spanky's picture
4897 pencils

nice voice talent. other than that, it sucks.

roman-schwienbacher.com's picture
1021 pencils

i like it very much, sorry spanky

A. J. SMITH's picture
2834 pencils

I like it alot, nice voice Spanky agreed.

Simple and clear, and a joy to watch.

It's only an ad.

Advertising Pawn's picture
Advertising Pawn
419 pencils

The motion graphics work is great. Love the feeling triggered by the voice+fluidness of animation.



Join the rarely updated ad orgy here: http://www.advertisingpawn.com

wgeddes's picture
298 pencils

doesn't make me want a mastercard though. also, their new logo sucks.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10681 pencils

At the core of it, this is nothing more than their positioning statement almost word for word, peppered with a dash of "consumerism" to just kick it up a notch for the listening audience. But I DO appreciate their effort to make an otherwise stale message feel fresh and easily digestible.
It's very tough, tackling such a huge corporate branding assignment. But I think they've done their job rather well.

Priceless work not quite. But pretty close.

Beatboxer's picture
1517 pencils

Nice, Nice, Nice job!


duongtran's picture
4 pencils

Nice , and they did a good job, nice graphic and motion also, i love it.

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