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 Producer.
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 Peyton" (2006).
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.
