Priceless (advertising campaign): Difference between revisions

The purpose of the campaign is to position Mastercard as a friendly credit card company with a sense of humor, as well as responding to the public's worry that everything is being commodified and that people are becoming too materialistic.<ref>[http://www.newdream.org/live/column/10.php Priceless] {{webarchive |url=https://web.archive.org/web/20060626051456/http://www.newdream.org/live/column/10.php |date=June 26, 2006 }}, Jim Farrell, [[New American Dream]]. Retrieved July 5, 2006.</ref>

 

In 1994, Argentinian born Edgardo Apesteguía created an ad campaign in Paraguay for Bancard's credit card. Its slogan was "There are things money can't buy, but, for everything else, there is Bancard".<ref>{{cite web|url=http://addmx.com/hay-cosas-que-mastercard-si-puede-comprar-una-historia-de-plagio/ |title=Archived copy |access-date=July 30, 2014 |url-status=dead |archive-url=https://web.archive.org/web/20140810150854/http://addmx.com/hay-cosas-que-mastercard-si-puede-comprar-una-historia-de-plagio/ |archive-date=August 10, 2014 }} addmz.com.</ref> Plagiarism lawsuits were filed in Paraguay and Chile against Mastercard and their publicist McCann, who registered the "priceless" slogan ads in the US in 1999 and was represented in Paraguay by Nafta and Biedermann publicists at the time.