MasterCard to Launch Advertising Blitz for Contactless Payments

MasterCard Worldwide® today announced it will debut a new ‘Priceless’ execution directed by acclaimed director Jim Sheridan during the broadcast of the 79th Annual Academy Awards on Sun., Feb. 25, on the ABC Television Network. The 60-second spot entitled, "Ella Phant" will promote MasterCard® PayPass(TM) contactless payment technology.

In the whimsical spot, an elephant cares for her under-the-weather zookeeper by tapping a PayPass card to make purchases – including such items as: soup, cold medicine and a blanket – to help her caretaker feel better. The spot is the third Sheridan has directed for MasterCard.

"I’m proud of the work I’ve done for MasterCard over the years and I’m particularly pleased with ‘Ella Phant’," said Sheridan. "The campaign is about what matters most, so delivering something that is both emotional and genuine is always the challenge; and I think this spot truly captures that spirit."

Priceless.com celebrity vignettes

To accompany "Ella Phant" on-line, MasterCard will debut a series of vignettes featuring celebrities tapping to make purchases using PayPass cards. The tongue-in-cheek vignettes will live exclusively on priceless.com beginning Feb. 23. In addition to viewing the humorous vignettes, consumers can also learn more about how PayPass works and how to get a card.

Among the stars featured at priceless.com are: movie critic Gene Shalit buying movie tickets and popcorn; competitive eaters Takeru Kobayashi and Sonya Thomas (a.k.a. The Black Widow) buying hot dogs in a convenience store; Kyle MacDonald (a.k.a. Red Paperclip Guy) making a purchase at a drug store and "trading up" for higher-priced items; comedian David Cross hailing a cab while moving to his new apartment one block down the street; and professional football player Vinny Testaverde buying refreshments at a stadium during a football game.

"MasterCard is thrilled to be launching a host of creative to coincide with one of the most anticipated television events of the year," said Amy Fuller, Group Executive, Americas Marketing for MasterCard Worldwide. "It will be an engaging experience for consumers to see a fantastic and compelling 60-second TV spot and then be able to log onto priceless.com to view five others starring some familiar personalities, all in situations that warrant the use of PayPass."

How MasterCard PayPass Works

MasterCard PayPass uses radio frequency technology to transmit payment details wirelessly between the PayPass device and the merchant’s terminal. The transaction is then processed through the MasterCard network for authorization, clearing and settlement. PayPass cards include magnetic stripe technology, so the cards can also be used in the traditional manner anywhere MasterCard is accepted around the world. PayPass technology can also be used in a number of non-card devices, such as a convenient payment tag that fits on a key chain for easy access.