You remember the MasterCard "Priceless" ad campaign, don't you? It first ran during the 1997 World Series.
"Two tickets: $28. Two hot dogs, two popcorns, two sodas: $18. One autographed baseball: $45. Real conversation with 11 year old son: Priceless."
It was an ad campaign that was so successful that it helped MasterCard move from a distant second to near parity with Visa. The question is, why? What was it about that ad that was so powerful, asked researchers Jeffrey Loewenstein, Raj Raghunathan and Chip Heath (who is incidentally a co-author of the best seller Made to Stick). What they found holds lessons for companies looking to create successful ads.