There weren't too many particularly memorable promotional efforts from the wide range of Rugby World Cup sponsors last year. But a few stood out, and one of them was MasterCard's Priceless moments series by McCann Sydney and Prodigy. Now the agency has followed that up with a pretty funny spot promoting a competition that's offering one lucky—and, judging by the ad, potentially very annoying—rugby fan a trip to Europe to watch the All Blacks play Italy, Scotland, Wales and England.
In early 2009 MasterCard was announced as a worldwide partner for the 2011 Rugby World Cup and the TVC campaigns flowed shortly after. One of the first, ‘MasterCard Roadshow’, saw the boys in black racing with drinks on trays in one hand and baguettes in another.
Then came the priceless moments campaign, which comprised three beautifully shot films detailing special rugby-related monents for Samoa, New Zealand and South Africa.
The Kiwi campaign harked back to 1987 when the All Blacks coach took the team to the rural countryside to train with Waiararapa locals. It’s all feel good and warm, with one local sharing a memory of baking some brownies for the team.
South Africa's film steps back to 1995, where Chester Williams is a hero and the locals regale exactly why they love him so much. There’s even talk of nudity.
And the Samoan TVC opened with shots of traditional tattooing action and memories of scoring a try in the first RWC Samoa participated in in 1991.