There are some things money can't buy. For everything else there's MasterCard.

This line is not an anonymous aphorism but the closing tagline of MasterCard’s long-running “Priceless” advertising campaign. The campaign emerged in the late 1990s and became widely recognizable through TV and print ads that listed purchasable items with dollar amounts, then contrasted them with an emotionally resonant experience labeled “priceless,” ending with “There are some things money can’t buy. For everything else, there’s MasterCard.” It reflects late-20th-century brand marketing that sought to associate a payment network with intangible values—family, love, memory, belonging—rather than with credit or finance alone.

The slogan works by drawing a sharp boundary between the material and the meaningful. It concedes that money is limited—certain experiences or feelings cannot be purchased—while simultaneously implying that nearly everything else can be obtained through consumption, conveniently enabled by the brand. The rhetorical pivot (“For everything else…”) turns a moral-sounding admission into a sales proposition, positioning MasterCard as the facilitator of ordinary transactions that make the “priceless” moments possible. Its cultural impact lies in how it popularized “priceless” as a shorthand for emotional value in a commercial context, blending sentiment with consumerism.

1) “There are some things money can’t buy. For everything else, there’s MasterCard.”
2) “There are some things money can’t buy. For everything else, there’s Mastercard.”
3) “There are some things you can’t buy. For everything else, there’s MasterCard.”