New Tag, List for MasterCard

By Hank Kim

NEW YORK–MasterCard last week broke a 30-second TV commercial, called ‘Earth Sun,’ that introduces a new tagline: ‘The future of money.’

The spot touts the convenience of plastic over other forms of payment and promotes a $100,000 sweepstakes offer. Messner Vetere Berger McNamee Schmetterer/Euro RSCG here created the spot, although the line was developed by Ammirati Puris Lintas, the incumbent agency.

The airing of the spot coincides with the client’s invitation to six agencies to pitch the U.S. creative responsibilities on its estimated $85-90 million ad account after meeting with additional shops.

The review participants are Grey Advertising, New York, and Leo Burnett, Chicago, along with three roster shops: McCann-Erickson Worldwide, which has MasterCard business abroad; GSD&M in Austin, Texas, which handles media buying chores; and MVBMS, which handles promotional work.

J. Walter Thompson, New York, declined the invitation. Executives from the agency said it wanted to devote itself to its Citibank client but denied speculation that Citibank, the largest issuer of Visa credit cards, posed a conflict.

Ammirati Puris Lintas, is not defending the business.

Agency briefings will take place this week. Speculative creative work and extensive testing will be part of the process, sources said. Several sources believe that a decision would not be reached until year’s end, an element of concern for some contenders.

Separately, sources said GSD&M is developing a TV spot for MasterCard’s debit card product, scheduled to break in June. GSD&M declined comment.

–with Teresa Andreoli

Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED