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Mastercard has released an emotional advert in the lead up to the Brits about the power music can have in a relationship. 

The 'Start Something Priceless' campaign opens to "six real people" explaining the problems they have in their relationships before being sat opposite one another to listen to a song specially composed by 2012 Olympic music director, David Arnold. To begin the duos are separated by a pane of glass, however as the song plays the glass gradually lifts to allow the people to embrace one another. 

Chad Warner, creative director at McCann London who worked on the campaign, said: “Our aim was to give these relationships a chance to completely start again. To strip away all the junk that’s getting in the way – pride, history, even words – and let music do its magic. 

I love the simplicity of 2 people in a room with no distractions, silently fighting for something. Each in a safe space, but also completely uncomfortable as they’re so squarely confronted with each other at the same time.“

One duo, a mother and daughter, explained how over the years they have lost all sense of a relationship due to the mother's ongoing illness. Before they sit down across from one another, the mother says: “I don’t know whether she resents me. Up until the point that we don’t talk and we don’t have a relationship. And I miss her very much.”

As the music starts to play and they look across at each other, the young girl bursts into tears and the pair embrace one another, with the mother explaining: “I haven’t really looked into her eyes since she was small.” 

McCann London: MasterCard 'Start Something Priceless'

Agency: McCann London
Client: MasterCard
Date: February 2018
The campaign ‘Start Something Priceless’ highlights the important role music can play in people’s lives.
McCann collaborated with award-winning composer and 2012 Olympic Music Director, David Arnold and a beautiful 24-piece orchestra to create a piece of music that could break down the walls between people and bring them together. 
People were sought out, whose relationships had fallen apart, some of whom had not seen or spoken to one another in years. They were then placed in a specially constructed Listening Room, designed to separate them by a single sheet of glass whilst bringing them face to face without distractions. Asked to simply sit and look at each other, the specially composed track was then played to them through headphones.
Slowly but surely the emotionally-driven music unravelled each couple as they quickly relinquished any feelings of resentment. The dividing plate of glass was then removed – bringing the couples back together, embracing each other and starting a conversation.
Chad Warner – integrated creative director
John Wilds – copywriter
Rupert De Paula – art director
Jaclyn Kaminski – account director
Gary Armitage -  head of planning
James Appleby – strategist
Kate Modeland – managing partner
Kate Hindley – integrated account director
Emma Reitman – account manager
Alex Bishop – account executive
Ben Henley – project manager
Rob Smith – executive vice president
Production agency: Craft
Blake Claridge – director 
Daniel Landin - director of photography
Sergio Lopez – head of integrated production
Zara Balfour – executive producer
Duncan Groves - producer
Rosanna Gouldman – production manager
Carat (Media)
Big Group (Social/ Digital)
Talker Tailor Trouble Maker (PR)
Tags: UK