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Mastercard “Touch Card” 2023

Mastercard “Touch Card” (2023) is a Mastercard commercial for McCann, produced by Craft. It won 3 awards, including ADC 2023 Gold Cube Advertising — Craft in Video / Sound Design, Clio 2023 Bronze — Film / 61 Seconds to Five Minutes and Ad Age Best Ads of 2022 #3.

This ad features visually impaired individuals sharing their challenges with traditional payment methods and their positive reactions to Mastercard's Touch Card, designed with unique cutouts for easy identification by touch.

Video: Mastercard on YouTube

Shot by shot

  1. A man with a beard and short hair, wearing a brown shirt, looks off-camera and speaks in a studio setting.© Mastercard0:07
  2. A woman with blonde hair in a red dress and a beige cardigan holds a young blonde girl in a light brown top, both looking forward with neutral expressions against a dark, smoky background.© Mastercard0:11
  3. A blonde woman in her 40s, wearing a red top and beige cardigan, holds a young blonde girl in a peach top on her lap, both looking off-camera in a studio.© Mastercard0:17
  4. A woman in her 40s, wearing a red top and beige cardigan, holds a young blonde girl in a peach top, both looking off-camera in a studio.© Mastercard0:28
  5. A woman with long brown hair and a lime green shirt looks down and speaks, her expression shifting from thoughtful to slightly smiling in a dimly lit room.© Mastercard0:45
  6. A man in his 30s, wearing a beige shirt and white t-shirt, sits in a chair, holding and looking at cards in a studio setting.© Mastercard0:46
  7. A woman's hands, wearing rings, hold and fan out three white Mastercard credit cards, revealing their distinct notched edges against a dark background.© Mastercard0:49
  8. A young woman with long brown hair, wearing a lime green shirt and beige pants, sits in a brown chair, examining several cards in her hands against a dark, textured background.© Mastercard0:51
  9. A young woman with light brown hair, wearing a lime green shirt and beige pants, sits on a brown chair, holding cards, and talking in a studio.© Mastercard0:58
  10. A woman with long, wavy brown hair and a bright green shirt speaks directly to the camera in a studio setting.© Mastercard1:00
  11. A woman in a red dress and beige cardigan holds up three white Mastercard credit cards, showing their distinct notches, against a dark background.© Mastercard1:06
  12. A man in his 30s, wearing a beige shirt and white t-shirt, sits in a chair, holding a Mastercard Touch Card in his hands, against a dark, textured background.© Mastercard1:09

Stills © Mastercard. Made by McCann and Craft.

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

The idea

Visually impaired people share their experiences with Touch Card, highlighting its accessibility.

Tagline: “Svět stvořený pro všechny je k nezaplacení.”

personal testimonyproblem-solutioninclusive designeveryday struggleproduct demonstration

The cut

Length
80 s
Shots
28
Average shot
2.8 s

What creatives use Mastercard “Touch Card” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Mastercard “Touch Card”? 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 man with a beard and short hair, wearing a brown shirt, looks off-camera and speaks in a studio setting.© MastercardA woman with blonde hair in a red dress and a beige cardigan holds a young blonde girl in a light brown top, both looking forward with neutral expressions against a dark, smoky background.© MastercardA blonde woman in her 40s, wearing a red top and beige cardigan, holds a young blonde girl in a peach top on her lap, both looking off-camera in a studio.© MastercardA woman in her 40s, wearing a red top and beige cardigan, holds a young blonde girl in a peach top, both looking off-camera in a studio.© Mastercard
    Frames from Mastercard “Touch Card”

  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 “Touch Card” in order, with its length, framing and what happens in it.

    A man with a beard and short hair, wearing a brown shirt, looks off-camera and speaks in a studio setting.© MastercardA woman with blonde hair in a red dress and a beige cardigan holds a young blonde girl in a light brown top, both looking forward with neutral expressions against a dark, smoky background.© MastercardA blonde woman in her 40s, wearing a red top and beige cardigan, holds a young blonde girl in a peach top on her lap, both looking off-camera in a studio.© MastercardA woman in her 40s, wearing a red top and beige cardigan, holds a young blonde girl in a peach top, both looking off-camera in a studio.© MastercardA woman with long brown hair and a lime green shirt looks down and speaks, her expression shifting from thoughtful to slightly smiling in a dimly lit room.© MastercardA man in his 30s, wearing a beige shirt and white t-shirt, sits in a chair, holding and looking at cards in a studio setting.© Mastercard
    Length: 80 s · Shots: 28 · Average shot: 2.8 s

  3. 03Ad ideas: every spot built on a personal testimony

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

    Mastercard “Touch Card” is built on a personal testimony. Search the library by idea to see every spot that uses it.

    National Ovarian Cancer Coalition (NOCC) “SILENT INherITANCE”© National Ovarian Cancer Coalition (NOCC)Australia for UNHCR “The Reluctant Shanty”© Australia for UNHCRtruth “This is Quitting”© truthTotal Wine & More “Created by Craftswomen”© Total Wine & More
    National Ovarian Cancer Coalition (NOCC) · Australia for UNHCR · truth · Total Wine & More

More from McCann

Award-winning media & entertainment commercials

Questions

Which agency made Mastercard “Touch Card”?

McCann created it for Mastercard (2023).

What awards did Mastercard “Touch Card” win?

3 awards, including ADC 2023 Gold Cube Advertising — Craft in Video / Sound Design, Clio 2023 Bronze — Film / 61 Seconds to Five Minutes and Ad Age Best Ads of 2022 #3.

What is the tagline of Mastercard “Touch Card”?

“Svět stvořený pro všechny je k nezaplacení.”

Sources for the credits and awards

oneclub.orgweb.archive.orgclios.com