“For everything else, there’s Mastercard” – It’s one of the most memorable taglines ever written, all the more remarkable because of its longevity, adaptability and universal appeal.

 
The original ‘Priceless’ campaign launched in 1997 and since then it’s been spoofed by everyone from Ralph Nader to Bart Simpson and has launched in more than 100 markets around the world.
 

Needless to say, we’re delighted Joyce King Thomas – one of the masterminds behind ‘Priceless’ – is joining ADFEST 2018 as Grand Jury President. To celebrate, we thought we’d share some of our favourite ‘Priceless’ moments.

 
Last year, Thomas told The Drum all about the moment ‘Priceless’ was first conceived: “It was a classic ad moment: a small group of people came together and built on each other’s thinking … Almost immediately after the first spot ran, people started creating their own priceless posters and emails and films. It was a meme before there were memes!”

 
“The work connected with people and even inspired them to think about their own lives in a slightly different way. What else can you ask from an ad campaign?”

 
Thomas says her favorites include a trilogy about a lost dog: 
https://www.youtube.com/watch?v=cO9_IPhrKNk
 

There’s also this documentary style spot about coming home for Christmas shot in the London airport:
https://www.youtube.com/watch?v=WJss0i7CntM
 

The original Priceless campaign was about a father and son who have a real conversation at a baseball game:
https://www.youtube.com/watch?v=Q_6stXKGuHo

 
Then there are classics like this one:
https://www.youtube.com/watch?v=6Xo0vietiag

 
We’re looking forward to welcoming Thomas to ADFEST 2018 where she’ll share some of her secrets to success with next year’s delegates. We hope to see you there!