Mastercard Brings Back Iconic Duo In New Holiday Spot, Sort Of

Mastercard

One iconic brand. Two iconic personal brands. Well, sort of..

According to projections from Deloitte, retail sales from e-commerce alone are expected to reach $111 to $114 billion during the 2017 holiday season. One iconic brand is bringing back two iconic individual brands — sort of,  to remind consumers just how easy online shopping can be this holiday season.

The iconic brand in question is Mastercard, who kicked off the holiday shopping season by driving home how Masterpass can help consumers master the season by delivering a safe, simple and secure way to pay. The initiative encompasses a fully integrated marketing and communications approach that leverages broadcast and digital channels combined with holiday-themed stunts to relay a humorous look at everything from seasonal food and shopping to those holiday jingles. They’re not trying to be coy about the integration of Masterpass; the brand’s efforts are overt and blatant in a fun and intentional manner.

Andres Siefken, EVP of North American marketing and communications for Mastercard says the new campaign is all about driving awareness for Masterpass in a way that is edgy and fun, with a number of different ways for people to engage. "We’re enlisting influencers, brand ambassadors, and pop culture icons to create entertaining content and make sure everyone knows that Masterpass is the simple and secure way to pay, no matter if you want to shop online, in an app, or in a store.”

Dynamic Duo

A new spot in its ongoing Masterpass-focused campaign debuted a few days ago that features Two Broke Girls actress Kat Dennings and famed NFL quarterback Joe Montana to tout the simplicity of paying with Masterpass for everything from sunglasses to furniture and beyond. In the ad, we see the two engaging in a conversation where Kat’s repetition of the word Pass triggers a knee-jerk reaction from Montana who grabs a nearby vase and throws it at the wall hitting an oversized piece of artwork depicting a bowl of rice.

Let me repeat part of that last sentence and read the first and last words aloud: "Montana who grabs a nearby vase and throws it at the wall hitting an oversized piece of artwork depicting a bowl of rice"

For longtime NFL fans, the not so subtle reference to arguably one of the best quarterback and receiver combinations in league history should evoke many memories of (Joe) Montana to (Jerry) Rice.

NOTE: For an Eagles fan like myself not all memories are happy ones but that's another story for another time.

Here's the spot followed by a Q&A I did with the Hall of Fame QB.

Steve Olenski: As someone who is fully aware of the importance of maintaining a personal brand, how do you decide which brands to work with?

Joe Montana: I think we look for brands that have a long-standing background in most cases, and obviously my Mastercard bills would show (laughs) that we do take advantage of the card. But I just think that when you look at Mastercard and their history, it’s something that if you have a chance to work with someone like that it’s always a great opportunity to help build your own personal brand, to know you’re associated with someone like Mastercard.

Joe Montana Photo By David Paul Morris/Bloomberg

Olenski: As a follow up, what made Mastercard such a good fit for the Joe Montana brand?

Montana: The fit is obvious, and I eluded to it in the first question… and that is our use of the card. We have it in numerous places and we just use it to pay automatically, and in different apps and other ways. So this was a perfect fit.

Olenski: What was your reaction to the overt approach of using the Masterpass name in this spot?

Montana: The use of the name… I have no problem with it. I think that when you look at a lot of companies of this size, there are always different names and brands underneath the main name. And I think when you have “master” in front of “pass”, it really brings your mind to Mastercard anyway. So I had no issues at all.

Olenski: For some smashing glass is therapeutic, what was it like to get to throw a vase like a football for the spot?

Montana: I didn’t get to break any glass unfortunately (laughing), it was more magic – so far, I should say…but as kids we used to always break glass, I haven’t broken glasses in quite some time. Being able to do it here, I guess, makes you feel good, sad in some ways to watch it break, but there’s a little bit of goodness inside.

Olenski: What is your personal approach to holiday shopping? Do you shop online? In store? Both?

Montana: Oh my approach to holiday shopping is THE absolute worst. I’m the worst shopper. I do a little bit of both, online and in-store, I still have a little bit of the old habits, of liking to go in, and see something. Because when I know I want to buy it, I already know what it looks like and what I want.

But my wife is wonderful at online shopping. I don’t know how she does it, she doesn’t mind ordering – and if she doesn’t like it, sending back. I just haven’t got to that point yet, I’m still a traditional male where I think we’re buyers, not shoppers. So if I go online to do something it’s usually because I know exactly what I want and I’ve seen it.

Olenski: What's a Priceless holiday tradition you can share?

Montana: Well I think one of the things that we do, probably like any other family, our tradition is to try to get everybody in the family together. Whether it’s Thanksgiving holiday, the Christmas holiday, my wife is even trying to get us to where it’s a weekly Sunday dinner. But with the activity of the kids these days it’s really difficult (laughs) to make that happen consistently. But for the holidays right now we like getting everybody up to our place in the wine country, and we enjoy that space and that area, and the ability to have everybody in one spot.

">Mastercard

One iconic brand. Two iconic personal brands. Well, sort of..

According to projections from Deloitte, retail sales from e-commerce alone are expected to reach $111 to $114 billion during the 2017 holiday season. One iconic brand is bringing back two iconic individual brands — sort of,  to remind consumers just how easy online shopping can be this holiday season.

The iconic brand in question is Mastercard, who kicked off the holiday shopping season by driving home how Masterpass can help consumers master the season by delivering a safe, simple and secure way to pay. The initiative encompasses a fully integrated marketing and communications approach that leverages broadcast and digital channels combined with holiday-themed stunts to relay a humorous look at everything from seasonal food and shopping to those holiday jingles. They’re not trying to be coy about the integration of Masterpass; the brand’s efforts are overt and blatant in a fun and intentional manner.

Andres Siefken, EVP of North American marketing and communications for Mastercard says the new campaign is all about driving awareness for Masterpass in a way that is edgy and fun, with a number of different ways for people to engage. "We’re enlisting influencers, brand ambassadors, and pop culture icons to create entertaining content and make sure everyone knows that Masterpass is the simple and secure way to pay, no matter if you want to shop online, in an app, or in a store.”

Dynamic Duo

A new spot in its ongoing Masterpass-focused campaign debuted a few days ago that features Two Broke Girls actress Kat Dennings and famed NFL quarterback Joe Montana to tout the simplicity of paying with Masterpass for everything from sunglasses to furniture and beyond. In the ad, we see the two engaging in a conversation where Kat’s repetition of the word Pass triggers a knee-jerk reaction from Montana who grabs a nearby vase and throws it at the wall hitting an oversized piece of artwork depicting a bowl of rice.

Let me repeat part of that last sentence and read the first and last words aloud: "Montana who grabs a nearby vase and throws it at the wall hitting an oversized piece of artwork depicting a bowl of rice"

For longtime NFL fans, the not so subtle reference to arguably one of the best quarterback and receiver combinations in league history should evoke many memories of (Joe) Montana to (Jerry) Rice.

NOTE: For an Eagles fan like myself not all memories are happy ones but that's another story for another time.

Here's the spot followed by a Q&A I did with the Hall of Fame QB.

Steve Olenski: As someone who is fully aware of the importance of maintaining a personal brand, how do you decide which brands to work with?

Joe Montana: I think we look for brands that have a long-standing background in most cases, and obviously my Mastercard bills would show (laughs) that we do take advantage of the card. But I just think that when you look at Mastercard and their history, it’s something that if you have a chance to work with someone like that it’s always a great opportunity to help build your own personal brand, to know you’re associated with someone like Mastercard.

Joe Montana Photo By David Paul Morris/Bloomberg

Olenski: As a follow up, what made Mastercard such a good fit for the Joe Montana brand?

Montana: The fit is obvious, and I eluded to it in the first question… and that is our use of the card. We have it in numerous places and we just use it to pay automatically, and in different apps and other ways. So this was a perfect fit.

Olenski: What was your reaction to the overt approach of using the Masterpass name in this spot?

Montana: The use of the name… I have no problem with it. I think that when you look at a lot of companies of this size, there are always different names and brands underneath the main name. And I think when you have “master” in front of “pass”, it really brings your mind to Mastercard anyway. So I had no issues at all.

Olenski: For some smashing glass is therapeutic, what was it like to get to throw a vase like a football for the spot?

Montana: I didn’t get to break any glass unfortunately (laughing), it was more magic – so far, I should say…but as kids we used to always break glass, I haven’t broken glasses in quite some time. Being able to do it here, I guess, makes you feel good, sad in some ways to watch it break, but there’s a little bit of goodness inside.

Olenski: What is your personal approach to holiday shopping? Do you shop online? In store? Both?

Montana: Oh my approach to holiday shopping is THE absolute worst. I’m the worst shopper. I do a little bit of both, online and in-store, I still have a little bit of the old habits, of liking to go in, and see something. Because when I know I want to buy it, I already know what it looks like and what I want.

But my wife is wonderful at online shopping. I don’t know how she does it, she doesn’t mind ordering – and if she doesn’t like it, sending back. I just haven’t got to that point yet, I’m still a traditional male where I think we’re buyers, not shoppers. So if I go online to do something it’s usually because I know exactly what I want and I’ve seen it.

Olenski: What's a Priceless holiday tradition you can share?

Montana: Well I think one of the things that we do, probably like any other family, our tradition is to try to get everybody in the family together. Whether it’s Thanksgiving holiday, the Christmas holiday, my wife is even trying to get us to where it’s a weekly Sunday dinner. But with the activity of the kids these days it’s really difficult (laughs) to make that happen consistently. But for the holidays right now we like getting everybody up to our place in the wine country, and we enjoy that space and that area, and the ability to have everybody in one spot.

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