On a Sunday morning, in front of two large coffees and some hot fresh bagels, Jeroen Bours and Joyce King Thomas started the day at McCann by talking about a baseball game that Jeroen and his two sons went to the night before. They spoke about how expensive going to a ballgame can be, how the tickets, popcorn, peanuts and perhaps a souvenir can add up to quite a bill. Jeroen explained how during this game, something special happened that was more important than the game itself; He had his first real conversation with his 12-year old son. They instantly knew that you couldn’t buy these moments. They called it ‘Priceless’.

By the time the day was through, ideas for seven spots were written up. The baseball spot was the first to run, which Tony Kaye directed. The 'Priceless' idea was proven to be universal. It's still running in well over 100 countries and has been translated into 48 languages.