NEW YORK MasterCard and McCann Erickson invoke denim-clad pop-culture icons in a summer campaign tagged, "Break in your jeans."

The push touts an opportunity for consumers to win free trips for themselves and friends, plus a new pair of jeans to break in along the way.

A 30-second commercial features footage of Marlon Brando, John Wayne, Marilyn Monroe, Carlos Santana and the Ramones, noting in tongue-in-cheek fashion that pleated slacks, khaki shorts and Capri pants simply wouldn't cut it for these timelessly cool celebs. The icons are shown wearing denim. The spot concludes with the line: "The perfect pair of jeans -- Priceless."

Chris Jogis, client svp, U.S. consumer marketing, said jeans are the focus of the push because they represent "what 'Priceless' is all about -- self-expression and being oneself." The creative direction also makes sense because in tough times, rather than focus on luxury items, MasterCard wishes to "align marketing with the way consumers are thinking" he said.

The campaign also includes print, online and out-of home ads, as well as a texting component. A Web portal, priceless.com/jeans, was developed by IPG's MRM and helps consumers learn more about the campaign and register online for a chance to win.

By using their MasterCards for purchases from July 1-August 31, cardholders are automatically entered for a chance to win a "priceless" travel experience and a pair of jeans. Nine grand-prize winners -- one per week -- will receive a pair of jeans and a five-day/four-night trip for themselves three guests to a destination of their choice.
 
MasterCard routinely spends more than $200 million annually in domestic measured media, per Nielsen. Spending through the first four months of 2009 exceeds $40 million.