• by Richard Whitman , Columnist, May 8, 2019

Debuting in more than 45 countries, Mastercard’s brand ambassadors from across multiple sports are coming together for the first time in a new digital-first creative effort, themed, “Together, Everything is Possible.” 

This latest “Start Something Priceless” effort, from McCann, leverages the universal passion around sport and its values of teamwork, sportsmanship, generosity and inclusion to demonstrate that it only takes a moment to connect with people to make a greater impact.  

The creative shows athletes Lionel Messi, Neymar Jr, Dan Carter, Bryan Habana, Annika Sorenstam, Ana Ivanovic and Valeri Kamensky connecting with each other over social media and using their Mastercard tap and go payment products to chase a red ball across continents and cultures to make sure it gets back to its owner. 

The work, which can be sampled here, is designed to highlightthat it only takes a moment (a quick tap) to make a connection – a seamless and secure payment.  On an emotional level, the film demonstrates that it only takes a moment to make a human connection too, potentially starting something, well, priceless.  

The creative has been produced in a flexible and modular way to be locally relevant while maintaining a consistent global brand voice. Several versions have been produced to appeal to sports fans of rugby, tennis, hockey and football across Europe, Middle East & Africa, Latin America and Asia Pacific. It is also the first global creative to incorporate the various elements of the Mastercard sonic brand, including its distinct melody, acceptance sound and sonic signature. 

It's a clever, fun, feel-good campaign with the kind of engaging content that makes it easy to suspend disbelief. Of course adorable kids and pets often help in that regard. And who doesn't like to follow a bouncing ball?