Focusing on the plight of many Americans and their fight with rising fuel prices and economic woes, strain has hit the pockets of many. Reduce and reuse is the focus and keep the credit cards in the wallets. The finance charges are just another added fee not needed.

So, how does a company focus on being smart with others’ money? MasterCard has the perfect way to show debit users they understand times are tough, struggles will be a part of life, but you can overcome and continue to keep going. “Making it through the day: priceless.”

The answer: Mr. Bill. Yes. Mr. Bill, a staple long ago of Saturday Night Live, is the newest image of the latest MasterCard “Priceless” campaign. Remembered fondly by many, Mr. Bill’s figure was continuously tortured during short SNL skits decades ago, much like wallets are being tortured with rising costs.

Does MasterCard have a hit with Mr. Bill? Yes. Of course we will love the funny reminder of yesteryear, and the laugh we will get from Mr. Hand’s torture, but people are concerned about today’s economy and finds many American’s unsure of what will be next. Viewers will relate to Mr. Bill’s struggle to get through the day in one piece.

The new campaign begins showing on Monday, June 9.

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Dannie McClain is a Category Manger with a textiles company and for the record is not old enough to remember Mr. Bill or the skits he was tortured in for SNL.

Article Tags: Beneath the Brand | Dannie | debit card | MasterCard | Mr. Bill | Saturday Night Live
Filed under: Advertising, Branding, Dannie McClain, Strategy