MasterCard paired up with Gwen Stefani this week to launch its "Priceless Surprises" campaign.
The idea is to surprise cardholders with gifts when they least expect it. In a splashy 30-second spot, Stefani stands atop a building with a tricked-out T-shirt cannon, gleefully launching gifts at MasterCard holders: a handbag, a golf experience and concert tickets. The promotion runs through March and specifically rewards shoppers who use their cards via Apple Pay.
The McCann XBC spot, directed by Sophie Muller of Wondros and edited by Big Sky Editorial, features Stefani’s new song "Spark the Fire." She and her helpers sport striking black and white outfits, and in a humorous twist, the singer launches herself at an unsuspecting winner.
Priceless Surprises is dolling out gifts ranging from a meet-and-greet with the pop star to World Series tickets. The platform also lets people send gift certificates to one another using Yiftee; New Yorkers, for example, can choose from 52 retailers including Sephora, Georgetown Cupcake, Home Depot and LeSportsac.
"Gwen Stefani's personal brand, consumer appeal and sheer energy are what make her an ideal partner to serve as an ambassador for our Priceless Surprises platform," Raja Rajamannar, MasterCard's chief marketing officer, said in a statement.
Stefani said she wants to meet and surprise her devoted fan base: "I'm excited to be part of a collaboration that offers me the opportunity to connect and engage with fans through amazing surprises when they least expect it." Since becoming a world-famous vocalist in the 1990s, she has branched into fashion design, perfume, and TV as a coach on The Voice.