• by David Goetzl  @dgoetzl, June 7, 2007

Certainly, there are some product placements money can't buy. Many come on HBO, which steadfastly maintains it doesn't accept a cent for brand insertions.

Speaking of the redoubtable "Priceless" campaign's tagline and the brand it promotes, MasterCard's recent presenting sponsorship of the ABC Family original film "The List" seems a bit flawed.

First, a scene in which the brand is mentioned in the programming also gave equal billing to one of its competitors. And second, it's questionable why MasterCard would have wanted anything to do with the scene in the first place--not to mention its competitor.

As part of ABC Family's push to offer more original programming--which viewers and advertisers are increasingly demanding from cable networks--it debuted "The List" May 20. The movie focused on Lewis Bond, played by Wayne Brady, who, after struggling in his love life, composes a list of what he wants in his ideal mate.

It appears he can find it all in a lady named Cecile (Sydney Tamiia Poitier), although there are bumps along the way. One in particular in the story line--and notably, for MasterCard, which was one of the top product placements of the week, according to measurement firm iTVX. During a hard-to-watch scene in a bathroom, a frustrated Bond asks Cecile what kind of compensation it would take for a certain favor she's very uncomfortable with.

Aggravated and increasingly in a huff, he asks: "What does it take? Huh? You tell me. Do you accept credit cards, American Express? MasterCard? ... I know cash." He then whips out $300, and tosses it at an appalled Cecile.

This is quizzical. Since it gives AmEx equal billing (if that's the right word, "mention" is probably more appropriate) to MasterCard, the plug would seem to counteract the purpose of MasterCard's sponsorship and any attendant product placement.

Furthermore, Bond's pleading and resulting apoplexy isn't exactly the emotional setting MasterCard would welcome. After all, at the heart of its "Priceless" campaign are the feel-good moments: father-and-son bonding, families making memories. The joyful situations underscore the point that the best things in life are free. Unlike tickets, appliances and cruises, they can't be bought.

The scene of an outraged Bond is not heartwarming, but heart-wrenching. And it comes amid a broadcast led off by a "and now ... presented by MasterCard" lead-in and several billboards around commercial breaks.

Perhaps MasterCard was satisfied with the overall sponsorship--which also included a presence on ABCFamily.com. But the marketer doesn't appear to deserve much credit for the execution in a particularly difficult scene.