Ad of the month: Australians pick MasterCard’s mini pirate
An ad for MasterCard by McCann Sydney has been named as ad of the month by Mumbrella’s sister title Encore.
The ad of the month is based on a survey of 1000 Australians. In the survey, analysed by research firm The Acid Test, using a representative panel provided by Pure Profile, comnsumers were asked to choose their favourite ad from a shortlist of 10 ads.
The MasterCard ad, which features a pirate-obsessed little boy, appealed to a broad range of demographics. Based on comments from the panel, Grant Bell from The Acid Test said: “The boy had a more ‘cutesy appeal’ than Pat Rafter in the Bonds commercial which came second. There was an underlying theme in responses which suggested MasterCard created a more relevant, everyday situation or as one person put it, ‘it was a story with regular people’.”
Each of the 1,000 respondents saw a random set of three ads and each ad was seen by an average of 188 people. The percentages below reflect the number of people that chose the ad as their favourite in the set.
The shortlist
1 – Mastercard PayPass – McCann Sydney (57 per cent)
2 – Bonds – Banjo (47 per cent)
3 – RSPCA – Engine Group (45 per cent)
4 – Devondale Fast Start – DDB Melbourne (45 per cent)
5 – Tourism Tasmania – JimJam (42 per cent)
6 – McDonald’s taste of America – DDB Sydney (28 per cent)
7 – RAMS – AJF Partnership (23 per cent)
8 – Hahn Super Dry – Publicis Mojo (16 per cent)
9 – The Iconic – Mighty Nice (15 per cent)
10 – Jeep – CumminsRoss (13 per cent)
TOP THREE BY DEMO
18-to-39
1 – MasterCard
2 – Devondale Fast Start
3 – Tourism Tasmania
18-to-49
1 – MasterCard
2 – Devondale Fast Start
3 – Bonds
25-to-54
1 – MasterCard
2 – Devondale Fast Start
3 – RSPCA
Agree that is a good one
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Loved the Mastercard pirate ad – soooo cute
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i AM THE MOTHER OF THE ACTRESS IN THE COMMERCIAL, I MAY BE BIAS BUT I THINK IT IS SO NATURAL, EVERYBODY IS TALKING ABOUT IT, YOUNG AND OLD, I THINK IT WOULD BE A GREAT SERIAL TYPE OF COMMERCIAL, IT ACTUALLY PUTS A SMILE ON YOUR FACE AT THE SAME TIME OF GETTING THE MESSAGE ACROSS ONCE AGAIN GREAT WORK
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