To discover what matters most in life, you need to explore your world. That’s the premise upon which ‘Alfabetos’ is built. The intended audience for MasterCard’s new premium card, the World Card, are not the folks who just want to waste away the day lounging by the pool or who’s idea of adventure is watching a travel show on TV. The ad itself is an exercise in learning through exploration. The highlighting of various objects, people, places and pets paired with the Spanish word for each item delivers to the viewer a mini Spanish lesson.