McCann-Erickson Worldwide, New York, decided to monkey around with a children's book icon as part of its "Priceless" campaign for MasterCard International. Curious George takes a turn as pitch-primate in a new spot to promote automatic bill-payment services. The :30 features the animated monkey making his way through expenses such as "Insurance, every month: $62" until the action fades to a live shot of a mother and daughter, and the line "Trading your checkbook for a storybook: Priceless." Copywriter: Amelia Rosner. Art director: John Pearson.