Manning Touts World MasterCard In New Ad, To Break During "SNF"
MasterCard during NBC's Patriots-Colts "Sunday Night Football" in Week Nine will break Colts QB Peyton Manning's "sixth television ad in the last four years as part of MasterCard's 'Priceless' campaign," according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. Manning this time around "is touting a particular product: the brand's top-shelf World MasterCard, which provides exclusive benefits and services." The TV spot, "to underscore the World MasterCard's offer of free hotel nights," has Manning "in three hotels in three locations, where fans greet Manning with disdain." Visa has the national rights to the NFL, and MasterCard VP/Global Sponsorships Michael Robichaud said, "We don't have national rights, but Peyton has given us a national presence and personality face when it comes to the NFL." Lefton notes an online extension of the campaign "allows consumers to create and email personalized Manning videos at www.priceless.com/suitetalk while also advertising World MasterCard" (SPORTSBUSINESS JOURNAL, 10/27 issue). In Boston, gossip columnists Fee & Raposa write Manning "scores again" in the World MasterCard commercials. Massachusetts-based Celebrity Marketing Inc.'s Cleon Daskalakis, comparing the marketing of Manning to Patriots QB Tom Brady, said, "Peyton's more willing to do things and he'll put himself in situations where he's making fun of himself and will just have fun with it. Tom is a lot more serious and reserved. He turns down 10 times more things than he accepts" (BOSTON HERALD, 10/30).
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