Mastercard and The Voice
Over the course of 3 episodes, Mastercard & NBC’s The Voice provided a Priceless Surprise to an unexpecting Mastercard cardholder and aspiring singer, Kris. From the original pitch to the final spot, I led all the creative. Original, the pitch called for Kris to be surprised twice in the first piece when Blake enters the booth. But as pitch evolved, I wanted to make each of the first two pieces have a surprise, so that each piece could stand on it’s own, yet was part of the larger story.
“I cannot even begin to tell you how pleased I am with the entire voice integration program . It is just terrific. The branding , the story line , the edit ... and tonight it looked just fantastic .”
We set to work on first surprising Kris with Blake’s arrival. And then surprising her again with performing on the Voice stage. With Mastercard’s help, we were able to keep the surprises away from Kris. She only thought she was there to record a demo. Her reactions are authentic and priceless!
These pieces ran on Tuesday, May 7th, Monday, May 13th and Tuesday May 14th. One of the creative challenges was having each one stand alone while also being part of a larger arc. By letting the text tell the story and setting up each surprise on it’s own, I was able to achieve a cohesive story, whether you saw just one or all of them.