Master Card

Agency: McCann Erickson

If I ask you the reason why you are working hard? What is your most valued materialistic possession? You most definitely will have one answer, money.

Now imagine if somebody asks you to spend that hard earned, the most valued thing you have , even though you’ve earned it to spend it, but still you will feel bad about letting it go. Even with no real product to lure you, Mastercard devised a method to make you not feel bad, but feel great about spending your money. Now this I say is the power of advertising. 

They ask you to spend money, not in lieu of any luxury, any fancy product or anything that you want to own. They so subtly tell you that money is the route of getting those priceless moments.

“Watching your parents becoming kids again” or “fighting over the bill on a reunion of friends” are some very very rare things you might place above money. They establish an emotional connect which really worked for them. The big idea is superb “there are some things money can’t buy, for everything else there is master card”. Genius.