Spain has a very nice tradition taking place every new year’s eve. It’s called las 12 uvas de la suerte, and it goes like this: during the last 12 seconds before the bell strikes midnight, you eat one grape for every one second. It’s supposed to bring you luck in the new year. Having your mouth full of grapes, you have to say Feliz Año Nuevo and kiss the person next to you.

Via AotW

Since 1962, when midnight arrives, the clock on the Madrid square Puerta del Sol is being broadcasted on almost every TV channel in Spain. Obviously, audience ratings are quite high for this event. This popular tradition inspired the creatives at Universal McCann Spain to come up with this idea for nationwide broadcast during the famous twelve bell chimes.

Two ‘pacman’ characters move across the screen towards each other whilst eating a grape for each bell chime. At the end of the 12th chime, the two ‘pacman’ characters kiss and morph into the MasterCard logo.

Universal McCann’s project description

Idea & Execution
By deciding on the Pacman approach, Universal McCann skillfully circuited the peril of platitude and the risk of rejection by the audience. Nobody wants to see a commercial when the clock strikes midnight. But two cute little Pacman characters subtly eating grapes, thus savoring the tradition and participating in the general event, appear neat and wake interest. “What’s this? Pacman? How cool!”

When they kiss and merge into the MasterCard symbol at midnight, the reaction is surprise. (As we know, surprise is an important factor in advertising.) The viewer most likely will smile due to the sweet, subtle and clever approach.

Simple & Smart.
Despite the certainly respectable cost of sponsoring every major TV station in Spain at a time of guaranteed maximum viewer ratings, MasterCard can only benefit from this extraordinary placement. Simple it is, however effective. Millions of people at home and in public places watching the bell ring in the new year - gently escorted by a brand - that’s a marketer’s dream come true! Realize: it’s the time of the year when hopes are up and everybody makes wishes for the new year. The overall atmosphere is perfect for placing a brand like MasterCard. Well done!

Credits:
Advertised Brand: MasterCard
Advertising Agency: Universal McCann Madrid, Spain
Creative Director: José Antonio Nogales