McCann Erikson (New York)

The "Priceless" Mastercard campaign, created by McCann Erikson, is famous for striking an emotional chord with its viewers. Even though I normally don't get choked up when watching commericals featuring animals (because they are often cheesy) this TV spot created by McCann Erikson New York succeeded in cleverly using an animal to emotionally attach me to the commerical. Instead of using a cute cuddly cliche kitten, this TV spot featured an elephant. This was a fantastic idea because an elephant, often overlooked and known for being big and clumsy, is still sweet and caring torwards his trainer. Because it's in captivity, the trainer is like his father...and showing the elephant take care of his ill trainer brought tears to my eyes!