Mastercard's Fanatical All Black's Fan 'Tim'
MasterCard has once again partnered with the All Blacks and brought back their 2012 fanatical fan “Tim” in a campaign promoting the launch in New Zealand of PayPass™, MasterCard’s contactless payment technology. The 30-second TVC shows All Blacks Captain Richie McCaw, Ali Williams and Ma’a Nonu enjoying the benefit of speedy contactless payment as they rush to the wedding of Tim, an enthusiastic All Blacks fan. Tim was introduced in last year’s All Blacks promotion spot “Check In” voted Best Ad in New Zealand at the 2012 Fair Go awards.
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John Mescall, Executive Creative Director of McCann Australia said: “How do you follow up New Zealand's favourite ad of 2012? Well, you dash the hopes of tens of thousands of Kiwi women everywhere by marrying-off the lovable little hero of the campaign: Tim. Sorry, ladies.”
The campaign, which launched on 7 April, includes cinema, out-of-home creative as well as a social campaign and usage promotion by MercerBell. Fans can also check out behind-the-scenes content and win prizes on the MasterCard NZ Facebook.
Like the original TVC introducing Tim, this spot was directed by Adam Stevens from Robbers Dog.
Client: MasterCard
Michelle Pilot, MasterCard VP, Head of Marketing – Australasia
Anthony Dumont, MasterCard VP, Brand Marketing
Agency: McCann
Creative Director: Joe Hawkins
Copywriter: Joe Hawkins
Art Director: Damian Sloan & David Rees
Producer: Jules Jackson
Art Buyer: Rachel Lounds
Account Management: Alex Baker & Lisa FitzGerald
Planning: Karl Bates & Alex Concannon
Production
: Robbers Dog
Producer: Anna Stuart
Director: Adam Stevens
Music:
Liquid Studios
Sound
: The Coopers of Franklin Road
Photography:
Mat Baker
Media:
Draft FCB
Digital
