Priceless master card is the new advertising Campaign of MasterCard. Since 1998, MasterCard has sponsored a variety of "Priceless" commercials. The motto of this campaign was to attain a friendly position, with a sense of humor.
During Super Bowl XXXIX on 6 February 2005, a MasterCard commercial was introduced featuring 10 legendary advertising characters. These characters were taken from different foods and household products. The characters were Chef Boyardee, Charlie the Tuna, the Pillsbury Doughboy, Count Chocula, the Vlasic pickle stork, the Morton Salt girl, the Jolly Green Giant, Mr. Peanut from Planters, the Gorton's fisherman, and Mr. Clean. The internal meaning of the word “Priceless” is: "There are some things money can't buy. For everything else, there's MasterCard." But it was during the World series 1997, the first of these Priceless ads was run on different TV, radio and print ads, which was created by McCann-Erickson.
This priceless master card promotional campaign sets about a type of brand positioning. This implies placing Master card as a credit card company, which shares a friendly business with family values. In brief, the company targets to make money and grows its market share by linking itself with the products that money can't buy.
As almost everything is being interpreted from the materialistic point of view, Priceless Master card ad created an anxiety in the mind of American. So, people were becoming dependent too much on materialistic attitude.
The Copenhagen Institute for Future Studies suggests that "the major growth in economic consumption in near future will be of non material nature." This means people not always buy materials for the stuff itself but sometimes for the immaterial meanings attached to or expressed by materials. So, it is highly possible to consume more meanings without consuming more materials.
The Master card company desires to tap the user-generated form that will make up commercials and text with the "priceless" theme.
The company demands that over the years, the consumers willingly try to develop a sincere connection with this priceless master card ad. campaign by routinely sending personal priceless moments to them.