MasterCard - "Family Photo"

McCann XBC

McCann XBC New York, United States

8615

Brand: MasterCard
Country: United States

Advertiser: MasterCard

Title	Family Photo
Agency	McCann XBC
Campaign	MasterPass and J.CrewOnline Checkout
Advertiser	MasterCard
Brand	MasterCard
Posted	November 2013
Product	MasterPass
Business Sector	Credit Cards
Tagline	Getting to the fun faster is priceless.
Story	Wondros Director Sophie Muller delivers a fun-filled, and fashion packed, family holiday spot in her latest :30 for MasterCard’s launch of their new MasterPass® online service, a convenient and secure short cut to pay for purchases. In partnership with J. Crew and McCann XBC, customers get to the fun faster with a new simplified way to shop. The MasterPass and J. Crew online checkout is introduced with an integrated campaign launching today. “Family Photo” opens as the family rushes to their positions for a family photo in their living room all decked out in holiday red. The daughter then enthusiastically suggests they go “British,” then “Sparkly,” then “Ski Lodge,” and finally, “Black Tie.” Not only do their J. Crew clothes change to match each theme, their living room changes in clever and inspired ways too. MasterCard’s new MasterPass, “Helps customers move more swiftly,” says the narrator. “Getting to the fun faster,” he says, “Is priceless.” Muller worked closely with MasterCard, J. Crew and the agency creatives at McCann XBC to create a fashion-forward yet festive take on the holiday family photo tradition. Every detail from the set design, props, casting and of course wardrobe, was under the watchful eye of the MasterCard group as well as Jenna Lyons, the president and creative director of J. Crew who is revered as a guru in the fashion world and a driving force behind the retailer’s epic ascension in the industry. “It was an interesting challenge to work with two iconic companies, each with very strong brand identities,” Muller’s Executive Producer, Gina Zapata notes. “What could have been a little tricky actually turned out to be a creative melding of the minds and Sophie truly enjoyed the collaboration, artistry, and thought put into each and every aspect of the spot. The result shows the spirit of that seamless collaboration.”
Philosophy	MasterCard partnered with J.Crew to launch their new online checkout, MasterPass.
Problem	This was J.Crew's first ever TV commercial.
Result	An entertaining way of combining holidays, fashion and family to show the convenience of the new MasterPass online checkout.
Media Type	Television
Length	30 seconds
Agency Contribution	McCann XBC
Chief Creative Officer	Joyce Thomas
Group Creative Director	Daniela Vojta
Group Creative Director	Susan Young
Executive Agency Producer	Debbie Dunlap
Agency Producer	Dan Scudellari
Production Company	Wondros
Director	Sophie Muller
Executive Producer Production	Gina Zapata
Head of Production	Kimberly Bryant
Line Producer	Grant Jue
Director of Photography (DOP)	Steve Chivers
Production Designer	Alexander Pacion
Editor	Gary Knight
Post Producer	Ashley Thompson
Post Production	Arsenal FX
Post Production	Cut and Run NY