Mastercard Anthem

Sound adds a powerful new dimension to our brand identity and a critical component to how people recognize Mastercard today and in the future

Raja Rajamannar, chief marketing and communications officer, Mastercard.

As part of Mastercard’s sonic branding initiative Mushka Music was asked to reimagine their sonic identity for the new Mastercard Debit campaign. Drawing inspiration from some classic soul and funk, we recorded and produced an upbeat track you can’t help but dance along to. The latest ad, directed by Greg Hackett at Spindle, celebrates the easy way you can pay for all things big and small with the Mastercard Debit card. The music now forms part of the canon of the Mastercard Theme which can be heard in different guises across their marketing and payment systems.

The original mnemonic, originally developed with Mike Shinoda of Linkin Park, can be heard at the end of the spot. We recrafted the melody to sit perfectly within the soul / funk feel of our music track, and are proud to be part of such an exciting branding story. Our love of classic funk certainly helped on this one, we got out our clavinet and organs, flung the 60s strings on the bass and got into the groove.

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Agency /// McCann London

Creative Director /// Greg Mullen

Agency Producer /// Duncan Groves

Composer /// Robin Datta

Production Company /// Spindle

Director /// Greg Hackett

Mastercard Anthem

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