MasterCard's 'Whole World' commercials can be customized.

In the latest installment of its "You've got the whole world in your hands" advertising campaign, MasterCard International has created a way to interject local flavor into an international spot.

The "whole world of welcome" commercial began running this month in every region but the United States, where the New York-based association continues its "smart money" ad campaign.

Using the catchy "whole world" tune and footage of people from across the globe, the spot highlights

MasterCard's worldwide acceptance, to say "anywhere you go, anywhere you travel, you can use your Master Card," said Karen Isaksen-Taylor,. vice president of global advertising and communication for MasterCard.

It was created by CM Lintas International/London for MasterCard so that overseas financial institutions can customize it to reflect their region and bank brand.

Visa International kicked off its international advertising campaign in May with an ad that highlighted the utility of the Plus automated teller machine network.

Other ads to follow will focus on Visa as an essential component of travel.

A series of television ads for MasterCard's "whole world spot," ranging from 15 seconds to a minute, have been created using windows that allow the members to introduce live footage or graphics that are specific to their markets.

Radio spots come in 40 second and 60 second versions to promote MasterCard products and the Cirrus automated teller machine network.

Print ads can be customized with members' logos, copy and bank cards. Posters and billboards can be made as well for placement in high traffic areas, such as airports.

Beyond the United States, MasterCard relies on members to advertise its brand, Ms. Isaksen-Taylor said.

For example, members from 50 countries spent $10 million to broadcast a variety of adaptations of the association's first international ad, which started running in May 1992. "It's been a very successful vehicle for us," she said.

MasterCard expects a similar response with its newest ad, which comes with a kit of materials that members can utilize in print or on radio and television.

"Our goal is to build on the core brand equity of universal acceptance and refine the brand's global personality by communicating aspects of MasterCard usage that are shared by people everywhere in common, everyday situations," Ms. Isaksen-Taylor said.

The TV ad shows a variety of situations in which a MasterCard can be used-- including an elegant dinner, a wedding celebration, soccer tickets, the theater, and to get cash at a Cirrus ATM.

It ends with: "Whether you are planning a special moment or making the most of every day, with MasterCard, you've got the whole world in your hands," showing hands around MasterCard's logo.

"We feel that MasterCard cardholders will be able to identify with the card usage situations in these ads," Ms. Isaksen-Taylor said, "because they show the many practical uses of the card in their everyday lives."

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