MASTERCARD INTERNATIONAL UNVEILS GLOBAL WORLD CUP ADVERTISING CAMPAIGN; FEATURING THE SONG 'AMERICA' FROM 'WEST SIDE STORY'
BERLIN, April 1 /PRNewswire/ -- MasterCard International unveiled at its annual meeting here today a history making advertising campaign featuring Pele, the most recognized personality in the game of soccer, and the music of Leonard Bernstein, one of the most recognized American composers. The new television, radio and print advertising campaign will support MasterCard's worldwide sponsorship and Official Card status for the 1994 World Cup being held in the United States in June and July, 1994. Scoring this groundbreaking advertising is the song "America" from the musical "West Side Story." This marks the first time ever that music by Leonard Bernstein has been used for commercial purposes. "As an Official Sponsor of the 1994 World Cup, MasterCard is proud to be a part of history, both in terms of the U.S. hosting the tournament for the first time, and the marriage of this legendary music with our global advertising campaign. It certainly is the best way we know to welcome the first World Cup to America in 1994," said Alex W. "Pete" Hart, MasterCard president and chief executive officer. Both television and radio commercials for MasterCard's world Cup advertising campaign feature an original recording of "America" utilizing a 65 piece orchestra. "One of the key factors in our decision to allow MasterCard to use the Bernstein composition was that, with the World Cup coming to the United States for the first time, no other piece of music more clearly communicates `America' to the world." said a spokesperson for the music publisher Campbell Connelly & Co., Ltd. and Boosey & Hawkes, Inc. who together handled the licensing of "America." Pele Featured in Commercials Pele, worldwide ambassador for soccer and MasterCard's official World Cup spokesperson, is prominently featured in the television commercials, via footage from past World Cup matches as well as more recent footage from his promotional appearances on behalf of MasterCard. The television commercials will be made available to MasterCard's member financial institutions worldwide, and can be adapted to include footage of each member country's team, and tagged to include their individual logo/message. There will be six versions of the television commercial -- :60, :50 with a :10 tag, :40, :30, :25 with a :5 tag and a :15. Radio advertisements also featuring the song "America" will run the same lengths as the television ads, and MasterCard members can dub in a voice over in their local language. In addition to the broadcast ads, a print advertisement featuring Pele has been created using the theme, "The World At Your Feet," an adaptation of MasterCard's overall "You've Got The Whole World In Your Hands" global advertising campaign launched in 1992. The parent ad features several scenes which illustrate the utility of MasterCard in various environments: travel, entertainment and retail, as well as a scene that ties-in MasterCard's sponsorship of world championship soccer. Two versions of the print advertisement will be made available to MasterCard members. One will focus on MasterCard as an Official Sponsor of the 1994 World Cup. The other, which highlights MasterCard's Official Card status of the WorldCup can be tagged with a member's logo. "Through this advertising campaign, MasterCard's goal is to provide our members with a way to communicate MasterCard's sponsorship, our association with Pele, and the excitement and drama of World Cup competition," said Karen Isaksen-Taylor, MasterCard director/global advertising and communications. "At the same time, it is important that we communicate MasterCard's global acceptance and utility." she added. Both print and broadcast advertisements will be made available for MasterCard members to broadcast in their respective markets as of May 1993. The advertising campaign was created and produced by CM: Lintas International. "West Side Story" had its premier Sept. 26, 1957 and created a sensation in the musical theater. The music was composed by Leonard Bernstein with lyrics by Stephen Sondheim, based on a book by Arthur and an original idea of Jerome Robbins. It was made into a movie and the musical is still performed in countries all over the world. -0- 4/1/93 /CONTACT: Marianne Fulgenzi of MasterCard International, 212-649-5443/
CO: MasterCard International ST: New York IN: FIN ADV SU:
TS-LR -- NY063 -- 2052 04/01/93 13:08 EST
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|Date:||Apr 1, 1993|
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