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MasterCard “Play” 2010

MasterCard “Play” (2010) is a MasterCard commercial directed by Sean Meehan for MacLaren McCann, produced by Avion Films. It won one award: LIA 2010 Bronze — TV/Cinema/Online Film / Music Adaptation.

This MasterCard ad shows children in developing countries playing sports, highlighting the priceless value of self-esteem, belonging, and role models, and encouraging donations to Right to Play.

Video: maclarenmccann on YouTube

Shot by shot

  1. A young boy with crutches plays soccer with other children on a dusty field at sunset, kicking the ball with his foot.© MasterCard0:00
  2. A group of children play soccer on a dusty field at sunset, with one child kicking the ball towards the camera.© MasterCard0:07
  3. MasterCard “Play”, shot 6© MasterCard0:13
  4. A young boy with dark skin and short hair, wearing a red and white sports jersey, is seen from a low angle, looking up with an excited expression amidst a crowd.© MasterCard0:15
  5. A young male soccer player in a red and white jersey celebrates with his teammates, raising his arms in triumph on a sunny day.© MasterCard0:23
  6. A group of children run barefoot through a muddy field, their legs and feet covered in dirt, during the day.© MasterCard0:26
  7. MasterCard “Play”, shot 15© MasterCard0:30
  8. Two young African boys, one shirtless and one in a patterned shirt, sit outdoors looking up with expressions of awe and wonder.© MasterCard0:32
  9. A young, bald boy with dark skin looks up with a hopeful expression, surrounded by other children in a dry, outdoor setting.© MasterCard0:38
  10. A young boy, shirtless and wearing light shorts, stands and gestures to a group of children sitting in a circle in a dry, grassy field.© MasterCard0:41
  11. MasterCard “Play”, shot 24© MasterCard0:45
  12. A group of children in traditional attire play soccer with a makeshift goalpost in a dry, grassy field under a clear sky.© MasterCard0:49

Stills © MasterCard. Made by MacLaren McCann, Avion Films and Sean Meehan.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Priceless moments of play for children in developing countries.

Tagline: “This holiday season, Help Right to Play give kids around the world the chance to benefit from sport. Make your donation at mastercard.ca.”

children playing sportsdeveloping world settingemotional storytellingcall to action for charitymontage of diverse childrenvalue of intangible benefits

The cut

Length
61 s
Shots
27
Average shot
2.2 s

What creatives use MasterCard “Play” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of MasterCard “Play”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young boy with crutches plays soccer with other children on a dusty field at sunset, kicking the ball with his foot.© MasterCardA group of children play soccer on a dusty field at sunset, with one child kicking the ball towards the camera.© MasterCardMasterCard “Play”, 0:13© MasterCardA young boy with dark skin and short hair, wearing a red and white sports jersey, is seen from a low angle, looking up with an excited expression amidst a crowd.© MasterCard
    Frames from MasterCard “Play”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of MasterCard “Play” in order, with its length, framing and what happens in it.

    A young boy with crutches plays soccer with other children on a dusty field at sunset, kicking the ball with his foot.© MasterCardA group of children play soccer on a dusty field at sunset, with one child kicking the ball towards the camera.© MasterCardMasterCard “Play”, 0:13© MasterCardA young boy with dark skin and short hair, wearing a red and white sports jersey, is seen from a low angle, looking up with an excited expression amidst a crowd.© MasterCardA young male soccer player in a red and white jersey celebrates with his teammates, raising his arms in triumph on a sunny day.© MasterCardA group of children run barefoot through a muddy field, their legs and feet covered in dirt, during the day.© MasterCard
    Length: 61 s · Shots: 27 · Average shot: 2.2 s

  3. 03Ad ideas: every spot built on a children playing sports

    Before you present an idea, you need to know who has done it, and how.

    MasterCard “Play” is built on a children playing sports. Search the library by idea to see every spot that uses it.

    The Warehouse Group “The Warehouse - This is Warehouse Country”© The Warehouse GroupGAA “Cúl Camps”© GAAJays Care Foundation “When You Belong - You Believe”© Jays Care FoundationLeukemia & Lymphoma Society “Soccer”© Leukemia & Lymphoma Society
    The Warehouse Group · GAA · Jays Care Foundation · Leukemia & Lymphoma Society

More commercials by Sean Meehan

  • McDonald's "Lonely Hearts" (2015) commercial still© McDonald'sMcDonald's “Lonely Hearts” 2015Dir. Sean Meehan · Leo BurnettEpica Gold 2015
  • Posten (The Norwegian Postal Service) "Father Christmas & Mother Earth" (2023) commercial still© Posten (The Norwegian Postal Service)Posten (The Norwegian Postal Service) “Father Christmas & Mother Earth” 2023Dir. Sean MeehanEpica Silver 2023
  • Quit "Separation" (2009) commercial still© QuitQuit “Separation” 2009Dir. Sean Meehan · The Campaign PalaceD&AD Wood Pencil 2009
  • Napcan "Children See, Children Do" (2007) commercial still© NapcanNapcan “Children See, Children Do” 2007Dir. Sean Meehan · DDB SydneyCannes Lions Bronze 2007
  • Volkswagen "Hot & Cold" (2023) commercial still© VolkswagenVolkswagen “Hot & Cold” 2023Dir. Sean Meehan · DDB
  • AIGLE France "Aigle - La Partie de Badminton" (2023) commercial still© AIGLE FranceAIGLE France “Aigle - La Partie de Badminton” 2023Dir. Sean Meehan · BETC

Award-winning finance & insurance commercials

  • Shield Insurance "After Shit Happened Service EP.1-5" (2026) commercial still© Shield InsuranceShield Insurance “After Shit Happened Service EP.1-5” 2026VML (VML Thailand / VML Bangkok)London International Awards Grand Prix 2026
  • Krungsri First Choice "What the Fast" (2024) commercial still© Krungsri First ChoiceKrungsri First Choice “What the Fast” 2024Dir. Wuthisak Anarnkaporn · Leo BurnettAdFest Grand Prix 2025
  • NRMA Insurance "Help is who we are" (2022) commercial still© NRMA InsuranceNRMA Insurance “Help is who we are” 2022Dir. Gary Freedman · The MonkeysEffie Awards Grand Prix 2022
  • John Lewis Financial Services "Tiny Dancer" (2015) commercial still© John Lewis Financial ServicesJohn Lewis Financial Services “Tiny Dancer” 2015Dir. Dougal Wilson · adam&eve\TBWALondon International Awards Grand Prix 2016
  • GEICO "Unskippable: Family" (2015) commercial still© GEICOGEICO “Unskippable: Family” 2015Dir. Terri Timely · The Martin AgencyCannes Lions Grand Prix 2015
  • Cash App "Timothée Chalamet for Cash App" (2026) commercial still© Cash AppCash App “Timothée Chalamet for Cash App” 2026Dir. Aidan ZamiriWebby Awards Winner 2026

Questions

Who directed the MasterCard “Play” commercial?

Sean Meehan directed it, produced by Avion Films, for the agency MacLaren McCann.

Which agency made MasterCard “Play”?

MacLaren McCann created it for MasterCard (2010).

What awards did MasterCard “Play” win?

1 awards, including LIA 2010 Bronze — TV/Cinema/Online Film / Music Adaptation.

What is the tagline of MasterCard “Play”?

“This holiday season, Help Right to Play give kids around the world the chance to benefit from sport. Make your donation at mastercard.ca.”

Sources for the credits and awards

2010.liaentries.comweb.archive.org