Nina DiSesa: Priceless: Creating the MasterCard Commercials

Nina DiSesa: A MasterCard is actually a pretty good case history, because it was a new business pitch, they where 6 agencies who were going after this business and we were all given the same brief, all, we where told to use their existing end line which is what I guess you would call a slogan, which is it that “the feature of money” and it was all over the world, everywhere you went you saw MasterCard “the feature of money,” nobody remembered if, but it was all over in the world. So, all of the six agencies tried to execute against that positioning line, and we where the only once that did not do that, because we couldn’t get any residence with the consumer with that line, it was pushing us in the direction of the futuristic non-electronic money, it wasn’t really a very warm and friendly place to be. So, one day one creative person came up with the line there are somethinga money cannot buy, for everything else is MasterCard and another creative person came up with the price list champagne that was Joyce King Thomas who has been watching that champagne for a last ten year, not just in the America, but all around the world and the way we got to that was a very long process. We had a very good strategy that said, people who think of themselves as good revolvers, people who use their credit card for good reason and that’s everybody, if the other guy who is not doing it for good reason. They thought that they where buying things that were worthwhile and from that we got to the difference between a MasterCard user and other credit card users and they where buying things, because that was good for the family, and that little insight they are really triggered the entire process, but you still needed a creative person to come up with the pricelist idea and a creative person like this Creative Director, Joyce King Thomas to make sure that it didn’t get style, that it is still existing and if you have client like the MasterCard client who stays with you on that, then you can have a long term marketing approach that is quite brilliant, that’s in text books. I mean the MasterCard cases is in text book from my nephews go to school and see them, “my God" that the only thing they really respect me for is that and MasterCard’s in my text book, so it’s really existing.

Recorded on: 2/29/08

DiSesa talks about making the famous "Priceless" commercials, start to finish.

Why American history lives between the cracks

The stories we tell define history. So who gets the mic in America?

Videos
  • History is written by lions. But it's also recorded by lambs.
  • In order to understand American history, we need to look at the events of the past as more prismatic than the narrative given to us in high school textbooks.
  • Including different voices can paint a more full and vibrant portrait of America. Which is why more walks of American life can and should be storytellers.
Keep reading Show less

Juice is terrible for children. Why do we keep giving it to them?

A glass of juice has as much sugar, ounce for ounce, as a full-calorie soda. And those vitamins do almost nothing.

Pixabay user Stocksnap
popular

Quick: think back to childhood (if you've reached the scary clown you've gone too far). What did your parents or guardians give you to keep you quiet? If you're anything like most parents, it was juice. But here's the thing: juice is bad for you. 

Keep reading Show less

Orangutans exhibit awareness of the past

Orangutans join humans and bees in a very exclusive club

(Eugene Sim/Shutterstock)
Surprising Science
  • Orangutan mothers wait to sound a danger alarm to avoid tipping off predators to their location
  • It took a couple of researchers crawling around the Sumatran jungle to discover the phenomenon
  • This ability may come from a common ancestor
Keep reading Show less