This lushly photographed spot from MasterCard via McCann-Erickson Worldwide, New York, itemizes the costs of an expensive, splendid, 20th-wedding-anniversary trip to India as a celebration of things money can't buy, cleverly portraying extravagance as a human value. (“One anniversary card, with two tickets to India inside: $3,500.”)
MasterCard followed up "India" in the first quarter with "Zipper" in the third, reflecting a common tactic among marketers that can afford it: Making sure that their big-game appearance isn’t gone from consumers’ minds in a flash. A second spot not only has its own chance to shine but evokes the earlier ad and, marketers hope, generates an effect greater than the ostensible sum. Others that ran more than one commercial in 1998's Super Bowl include first-timer Hormel Chili ("Bold Innovation," "Out of Control"), Pontiac ("Red Light," "Coyote") and -- as usual -- Budweiser and Bud Light. In MasterCard's case, one ad plays to older consumers and the other to younger singles.
QUARTER AIRED: Q1