Mastercard International x Lady Gaga - "‘Abracadabra’ Fan Edit ft. Lady Gaga" by ANDY Awards 2026
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Mastercard International x Lady Gaga - "‘Abracadabra’ Fan Edit ft. Lady Gaga"
- Brand: Mastercard International x Lady Gaga
- Country: United States
- Advertiser: Mastercard International x Lady Gaga
| Title | ‘Abracadabra’ Fan Edit ft. Lady Gaga |
| Agency | McCann XBC |
| Campaign | Abracadabra |
| Advertiser | Mastercard International x Lady Gaga |
| Brand | Mastercard International x Lady Gaga |
| Date of First Broadcast/Publication | 2025 / 3 |
| Business Sector | Credit Cards |
| Story | The creative idea was bold: turn the year's most anticipated music video into the biggest casting call. Instead of just launching Lady Gaga's Abracadabra, we invited fans to take center stage - recreating the choreography for a chance to appear alongside Gaga in the Fan Edit.To bring it to life authentically, we partnered with Morningview (led by Lady Gaga and Michael Polansky), choreographer Parris Goebel and viral dance creators to teach the moves and spark participation across TikTok, Instagram, and YouTube.What followed was a full-scale social movement. Submissions poured in from all kinds of fans - parents, dance troupes, even the cast of Hamilton. Mastercard, Gaga, and creators fueled momentum in real-time, liking, reposting, and commenting on thousands of videos.Then we recreated the Abracadabra video, shot-for-shot, with fans in the spotlight.The idea didn't just engage fans as passive listeners. It put them center stage, giving them the priceless chance to go from fan...to featured. |
| Media Type | Music Video |
| Length | |
| AI Description | The 'Abracadabra' ad, featuring Lady Gaga, combines powerful visuals and a compelling message of unity and creative expression. Set against a dark and immersive backdrop, Lady Gaga commands the scene in a striking red outfit. She is joined by 32 diverse fans, who perform an expressive and dynamic choreography. The ad highlights inclusivity and empowerment, showcasing fans going from "fan to featured." The performers are dressed in black and white, contrasting with Gaga's vibrant red attire. The overall aesthetic is avant-garde, with theatrical elements, vibrant visuals, and dramatic lighting accents. The accompanying music amplifies the themes of passion and transformation, encapsulating the essence of Mastercard's brand message: embracing individuality and creativity. |
| Director / Choreography | Parris Goebel |
| Agency | The Brooklyn Brothers |