MasterCard takes online payment battle to PayPal with launch of MasterPass campaign

MasterCard is taking the online payment battle to PayPal with the launch of a major campaign aimed at pushing its MasterPass product and demystifying a “functional category”.

Three 30-second TV ads have been created by McCann, to be supported by 15-second executions, with the aim of “bringing a human element to the process of online payments”.

https://www.youtube.com/watch?v=lj5dcKWA8pY

“Until now, e-commerce payment tools have been pushed to consumers as something with functional but impersonal benefits,” a MasterCard spokesman said. “Working with McCann, MasterCard has approached the MasterPass campaign with a focus on the emotional connection that people have to technology and the way it interacts with their lives.”