Mastercard Seeks to Block Nader Ad
N E W Y O R K, Aug. 16, 2000 -- They say imitation is the sincerest form offlattery, but MasterCard International Ltd. is having nothing ofit.
The credit card company filed a $5 million lawsuit todayagainst Ralph Nader, accusing him of ripping off MasterCard’swell-known “Priceless” advertising campaign in a TV ad forthe Green Party presidential candidate.
“We feel we have one of the most successful advertisingcampaigns, period, and we will always do whatever it takes toprotect this campaign,” said Chris O’Neill, vice president ofglobal marketing communications for Purchase, N.Y.-basedMasterCard.
MasterCard filed its lawsuit in federal court in Manhattan, seeking an order barring Nader from running the ad.O’Neill said the company brought the suit after a week of fruitlessconversations with the Nader campaign.
Some Things Money Can’t Buy
MasterCard’s ads features sentimental episodes of familiestogether at places including a beach or baseball game, assigningmonetary values to various activities before coming up with anactivity that is “Priceless.” The ads conclude: “There are somethings in life money can’t buy. For everything else, there’sMasterCard.”
The Nader ad adopts a nearly identical format to focus attentionon the role of political contributions in this year’s presidentialcampaign. The ad opens with video clips of Texas Gov. George W.Bush and Vice President Al Gore, as an announcer intones “Grilledtenderloin for fund-raiser: $1,000 a plate. Campaign ads filled withhalf-truths: $10 million. Promises to special interest groups: over$10 billion.”
“Finding out the truth: Priceless,” the announcer concludes.“There are some things money can’t buy. Without Ralph Nader in thepresidential debates, the truth will come in last.”
HBO Was Sued Last Year
When the Nader campaign unveiled the ad earlier this month, itdescribed the spot as “reminiscent of the current ‘Priceless’ adcampaign airing for MasterCard.”
But Laura Jones, deputy press secretary for the Nader campaign,said today that despite MasterCard’s complaints, the 30-secondad was still airing in Los Angeles and that it has proven avaluable tool in awakening voters.
“We’ve had tremendous response from viewers all over thecountry because the ad really does tap into the sense of outragethat the American people have that legitimate and alternative ideaswon’t be present in November because the two parties are beholdento their corporate sponsors,” Jones said.
Jones said the campaign would not comment on the lawsuit untilit had been served with the paperwork, but that a news conferencewas planned for Thursday morning.
This is not the first time MasterCard has aggressively sought toprotect its ad campaign.
The company sued HBO last year after the cable televisionnetwork ran an ad for its comedy series Arliss that wasmirrored the “Priceless” ads. That suit is still in litigationand HBO is no longer running the ad, MasterCard’s O’Neill said.