In October 1997, Mastercard launched its first "Priceless" commercial -- a young boy and his father attending a baseball game -- and spawned a pop-culture phenomenon.
The campaign's formulaic approach, ending with the word "Priceless" has been imitated by "Saturday Night Live," David Letterman, "Today" and countless consumers. It's aired in 112 countries and 53 languages. And it's had a significant impact on how consumers view the brand. In 2008, Mastercard ranked as No. 99 on BrandZ's list of the 100 most valuable brands with a brand value of $7 billion. Four years later, the brand is ranked No. 29 and valued at $20.8 billion.
"It has become one of those iconic campaigns," said Alfredo Gangotena, chief marketing officer of Mastercard Worldwide, noting it was a "profound moment" when the company landed on the idea that experiences matter more than things. "It's one of the most significant advertising campaigns ever."