• DM News, Tuesday, June 30, 2009 10:40 AM

MasterCard is breaking a multichannel, summer time "MasterCard 2009 Break in Your Jeans" campaign to encourage back-to-school shoppers to use their card to pay for their jeans, Dianna Dilworth reports.

One TV spot features stars such as Marlon Brando, The Ramones and Marilyn Monroe in their jeans while a voiceover wonders if they might look better in something different. Say pleated slacks, capri pants or khaki shorts. Obviously, no. The VO concludes: "The perfect pair of jeans: Priceless."

"We've had the priceless messaging for many years, and it has always been about what matters most to consumers," says Chris Jogis, svp of consumer marketing at MasterCard Worldwide. "Jeans are the ultimate genuine self-expression tool and we wanted to use that to be symbolic and consistent with what the Priceless program is all about."

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