By Barry Janoff
July 12, 2013: Two-time Emmy winner Eric Stonestreet (Modern Family) and the official mascots from the New York Mets and Philadelphia Phillies will play key roles in MasterCard Worldwide's multi-media marketing campaign to support its alliance with Stand Up To Cancer.
The cause-marketing effort, "Dig In & Do Good," was unveiled in conjunction with activities surrounding MLB's All-Star Game, which will be played on July 16 in the Mets' home venue, Citi Field.
Both MLB and MasterCard, an official partner of MLB and the All-Star Game, have been a lead supporters of Stand Up To Cancer, which was launched in 2008.
Now through Sep. 28, 2013, MasterCard said it would make a donation to Stand Up To Cancer up to a total of $4 million each time a cardholder spends $10 or more when dining out, or ordering in, and pays with their MasterCard or MasterCard enabled with PayPass.
To date, MasterCard has raised more than $12 million for SU2C, according to the organization.
This year's effort will be anchored via three TV commercials, which will break during the Chevrolet Home Run Derby on ESPN on July 15, then air again on Fox during the All-Star Game. The spots will then appear during baseball broadcasts as well as in select MLB stadiums throughout the season.
Support includes Internet and such social media destinations as Facebook, Twitter and YouTube.
Two of the 30-second commercials star Mr. Met and his arch rival, the Philliy Phanatic, from the Mets' arch rival Philllies. In "Mascot," they recall how they pranked each other through the years, including turning on sprinklers at the wrong time, pulling chairs away and filling lockers with baseballs. (See the full spot here.)
In both commercials, they put their differences aside to dine together, following the campaign's mantra "Dig In & Do Good" in order to help raise money for Stand Up 2 Cancer.
The third spot, "Running," follows Stonestreet as he jogs around town to thank people at different eateries who are using their MasterCard to pay for their meals, helping MasterCard to reach its goal of donating to the cause "one priceless cent at a time." In the last shot, a female senior citizen gets up from her table to give Stonestreet a hug. "I'm pretty sweaty," he warns her, to no avail as she embraces him in her arms. (See the full spot here.)
The spots were previewed at the MLB Fan Cave in New York Thursday evening as part of All-Star Game weekend.
“Like most people, cancer has personally affected my life," Stonestreet said. "My mother is a two-time survivor and unfortunately more of my family and friends have been touched by this tragic disease. That’s why I am honored to support Stand Up To Cancer and their collaboration with MasterCard’s ‘Dig In and Do Good’ campaign. Together, we can make a difference in the fight against cancer.”
SU2C was established by film and media leaders who "utilize the industry’s resources to engage the public in supporting a new, collaborative model of cancer research, and to increase awareness about progress being made in the fight against the disease."
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