Indiantelevision.com Team

(17 August 2006 2:00 pm)

MUMBAI: Turner Network Television (TNT) and MasterCard Worldwide are set to roll out a TNT original production Late: A MasterCard Mini-Drama this August. With branded entertainment emerging as the latest trend among advertisers, this two minute high speed adventure plans to be provide an engaging experience for its viewers.

"We are always looking for new and innovative ways for MasterCard to engage with consumers," said GSD&M SVP/director of national broadcast Betty Pat McCoy. "By partnering them with TNT to create this mini-movie, viewers will be rewarded with a unique entertainment experience that also delivers a relevant MasterCard message."

"It's a great mini-movie which also seamlessly integrates the MasterCard brand into the storyline, demonstrating how consumers can use our products in everyday life," added MasterCard Worldwide VP global media Michael Lao.

Late opens with a professional 20 year old male driving along a busy street with a pile of cash on his passenger seat. The story unfolds when he has a leading phone conversation with someone who is anticipating the cash drop-off and provides specific instructions on how that cash is to be provided. Through a series of suspenseful scenes that feature the nervous driver stopping to make a briefcase purchase using his MasterCard and an intense briefcase exchange amongst a crowd of people, the viewer is caught up in the events unfolding within this dramatic adventure.

At the closing of the piece, the camera pans out to show the director and TNT production crew who have been filming the mini-drama. The final image in the sequence features the TNT and MasterCard logos, alongside the closing message, 'Saving the Drama', adds the release.