Mastercard's Australian Open campaign takes the Mickey out of more formal tennis settings.
Mastercard's Australian Open campaign mocks the stuffy traditions of one famous tennis tournament (aka Wimbledon) to celebrate the 'Happy Slam'.
Instead of gentlemen wearing a collared shirt and ladies wearing a summer dress, we see footage of Aussies...erm, being Aussies, with flag encrusted onesies.
The ad, by McCann, then shows Australian Open crowds doing anything but sitting in an elegant manner and respecting the space around them.
The aim of the TVC is to position the Australian Open as the Happy Slam – a term coined by defending champion Roger Federer.
This year, Mastercard has scaled up its presence at the Australian Open with a new Beach Hut installation that allows cardholders access to a three-storey bar.
Mastercard Australia head of marketing Sarah Pike explains that payment technology companyis pivoting more towards experiential marketing rather than above the line activity.
Last year Mastercard released its first Happy Slam campaign in a three-year partnership with Tennis Australia.
