Archive for Generosity
Actor Ty Burrell is featured in an advertisement for MasterCard this holiday season. Attired in traditional caroling regalia, he sings to inform a woman that her sweater purchase helped make a difference.
MasterCard is supporting the charity Stand Up To Cancer with their “Click and Be Generous” campaign. They donate 1¢ for each online MasterCard purchase over $10 from November 12th through December 31st, with a max of $2 million in contributions.
Stand Up To Cancer’s philosophy is to use their funds to promote collaboration between cancer researchers working at different institutions. Burrell’s authenticity and enthusiasm for the project shines in another clip promoting Stand Up To Cancer where he explains that he lost his father to cancer and how hopeful he is about the research that has been made possible by Stand Up To Cancer.
The method that MasterCard chose for their philanthropy is a victory for both organizations. It helps raise Stand Up To Cancer’s profile while providing MasterCard recognition for its charitable endeavor.
The thirty-second spot does not tout a list of reasons why MasterCard is a superior credit card; rather, it utilizes emotional appeal to encourage people to use their MasterCard.
During this time of continuing economic challenges, MasterCard expects that the fight against cancer will encourage people to preferentially utilize the card when making a transaction during the holiday season.
In addition, the ad facilitates making a connection in consumers’ minds that the use of a MasterCard allows them to partner with a positive force in the world with the ease of purchasing an item online.
Donating 1¢ per transaction sounds small at first; MasterCard counts on the number of transactions made by MasterCard users to create a huge difference. This campaign shows that a for-profit corporation can use its business model to promote the well being of the community in which it resides.
Cheers to AT&T for providing its audience with socially responsible, feel good ads that warm the heart while avoiding sex, negative stereotypes and raunchy humor. I saw this ad for the first time tonight and was touched by not only its message but also its sense of community and friendliness. In a world where we have learned to shy away from certain situations whether it be from time constraints or lack of motivation, it is amazing to see an ad that depicts such a random act of kindness.
We are introduced to a little girl who is pinning up lost dog signs in hopes of one day finding Sarah, her adorable young pup. As the ad progresses, a student on campus sees the sign, snaps a pic with his AT&T phone and forwards the text, “Can you help find this dog?” to Tyler Hansbrough. Hansbrough, obviously on North Carolina’s campus sends the message to his MANY friends. Eventually the little girl and her companion are reunited.
As human beings, we are swayed with many appeals and that’s alright. However, as aspiring professional advertisers, we must keep responsible limitations on how far we take certain appeals. Yes, sex sells. Yes, raunchy humor sells. However, changing advertising in a way that can inspire should also be present in our everyday work. Looking at the positive feedback this ad received is just amazing. I know a lot has to do with Hansbrough’s cameo, but the ad itself is effective in grabbing the attention of the audience and pulling at its heartstrings. We’re not seeing rookie NBA Hansbrough as a sex symbol or sports icon. We are introduced to him as a person.