The four-way shootout pitted TBWA against three local agencies - incumbent Ablea, Mate Communications and Kim & Lee - for the four billion won business (about US$3.6 million).
TBWA won the pitch based on its creative for the 'M' card, which is operated by Hyundai, the same company that markets Diners Card. The 'M' Card is a mass-market product and for the TVC, TBWA put a giggling and grossly pregnant man on the obstetrics table, with his legs spread-eagled. As the doctor runs an ultrasound scan, a giant 'M' image appears on the screen.
However, the Diners Card campaign highlights the card's acceptance at high-class hotels, and the discounts available at Korea's two airlines to emphasise its international image.
