The latest “Materialists” ad is reminding audiences that love don’t cost a thing. The unmatched marketing by A24 continues with a video teasing Celine Song’s sophomore film reimagined as a throwback nod to the ’90s Mastercard “Priceless” campaign.
“Materialists” star Dakota Johnson is shown walking through New York City and racking up a tab on the cost of dating: from lip liner to the price of a fancy dinner with a new suitor (Pedro Pascal), it really does get expensive being a single woman. And that’s not even counting the ritzy nuptials if all goes well: As any “Bride Wars” fan knows, that wedding suite at The Plaza goes for $600,000, and apparently Johnson’s onscreen matchmaking skills to get you down the aisle weigh in at $50,000. So how does one budget for the happily ever after? Perhaps a run-in with an ex (Chris Evans), all for the low cost of a Coke and a beer ($7.50), could prove to be worth every penny instead. As both the original Mastercard ad and the below “Materialists” video say, finding happiness really is priceless.
The love triangle-centric rom-dram is being labeled as an ode to the romantic films of the late ’90s and early 2000s. “Past Lives” director Song reunites with both A24 and Christine Vachon’s Killer Films for the feature. The logline for “Materialists” reads: “A young, ambitious New York City matchmaker (Johnson) finds herself torn between the perfect match (Pascal) and her imperfect ex (Evans).” Zoe Winters, Marin Ireland, Dasha Nekrasova, and Louisa Jacobson co-star.
Lead actress Johnson recently said during the “Happy Sad Confused” podcast that she “really loved” bonding with Evans and Pascal while filming. “It’s one of those special moments, and I think in my work, every moment I felt so inspired and so connected to both of those dudes [Evans and Pascal] and everyone on that set,” she said. “It was a wonderful experience.” She also told IndieWire that Song is a “masterful filmmaker” and she was “very grateful” to be cast in “Materialists.”
A24 is releasing in theaters June 13. Check out the video below.
