True Name by Mastercard lets Trans and Non-Binary people display their chosen name on their credit or debit card. The financial brand introduced the industry-changing effort to allow anyone to reflect their true identity in a moment we all take for granted–using a credit card.
This spot brings us to a convenience store where a Trans Man uses his True Name to make a simple purchase. It’s the kind of everyday transaction that many of us do every day–but this one takes on added significance. The film features Trans and Non-Binary actors, and is meant to convey their strength, individuality and true self.
Mastercard has been an ally and official sponsor of World Pride for over 10 years. True Name is another example of their commitment to support the LGBTQIA+ community, especially as many members of the Trans-Black community have been exposed to various threats and violence because of their identity.
Bryan Buckley of Hungry Man directed this slice-of-life spot in which the mundane takes on greater meaning.
Credits
Client Mastercard Cheryl Guerin, EVP, marketing & communications, North America; James Issokson, SVP, communications, North America; Nicola Grant, SVP, consumer marketing, North America; Sarah Ely, VP, communications, North America; Anthony DeRojas, director, consumer marketing, North America; Gregg Weiss, director, social media and digital marketing, North America; Lauren Stephens, director, North America sponsorships; Marisa Bianchi, sr. specialist, North America sponsorships; Chanelle Lowe, sr. specialist, social media and digital marketing, North America Agency McCann NY Thomas Murphy, Sean Bryan, co-chief creative officers; Pierre Lipton EVP, global executive creative director; Adrian Botan, president creative Europe, global ECD; Pete Jones, EVP, executive creative director; Cinzia Crociani, SVP group creative director; Leopold Billard, VP creative director; Lucas Crigler, associate creative director; Andre DeCastro, sr. art director; Nathy Aviram, chief production officer; Judi Nierman, SVP, executive producer; Liz O’Connor, producer; Eric Johnson, SVP, executive integrated music producer; Jeremy Miller, chief communications officer; Oriol Bombi, EVP global strategy director; Robin Bardolia, Dan Cohn, SVPs, group strategy directors; Rosalind Mowitt, sr. strategist; Danielle Johnsen-Karr, VP, social strategy director; Kristen Levy, social strategist. Post Craft New York Matthew Ranson, editor; Paloma Bido, producer, video postproduction; Gerard McConville, sr. audio editor/mixer; Bianca Muccia, post producer. Production Hungry Man Bryan Buckley, director; Matt Lefebvre, producer; Mino Jarjoura, Caleb Dewart, exec producers; Par Ekberg, DP; Tiffany Persons, casting director. Music JSM Joel Simon, CCO/CEO/co-composer; Jeff Fiorello, VP, executive producer; Jonathan Russel, co-composer; Norman Felker, Andrew Manning, producers. Editorial No6 Jason MacDonald, editor; Patrick Saxer, assistant editor; Cornia Dennison, exec producer; Weston Ver Steeg, producer; John Shea, Flame artist; David Gerber, graphics; Jamie Lynn Perritt, producer.
Directed by Steve Rogers via Biscuit Filmworks for agency VCCP London, this spot titled “Memory” opens with a daughter visiting her father at his home, a bar of Cadbury Wholenut chocolate in hand. Her father, living with dementia, smiles at the sight of the chocolate, recognizing it as a gift his daughter has bought him since she was a child. In this moment, he doesn’t recognize her as his daughter. Instead, he begins to tell her how this ritual gifting always makes his wife laugh because, as he proudly reveals, he’s always hated nuts.
The daughter can’t help but laugh, touched by the idea that her father has kept this secret for so long. As he looks at her earnestly, he asks her not to tell his “daughter”--meaning her--about the secret, because “it makes her so happy.” The daughter responds softly. “It does.” She recognizes the quiet generosity of her father’s long-held secret, something he’s kept hidden from her all these years, despite not always remembering who she is.
Cadbury is committed to telling inclusive stories rooted in human truths that are representative of the U.K. To ensure the story’s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the development of the film.
Cadbury has extended its partnership with Alzheimer’s Research UK, the UK’s leading dementia research charity, into 2025. The two organizations first joined together in 2024 to celebrate the role of Cadbury in the nation’s shared memories and to support the charity’s mission for a cure for dementia.
“Memory” was brought to life with the help of VCCP’s global content production studio Girl&Bear. The film will run across the U.K. throughout 2025, appearing on TV, VOD,... Read More
