Visual metaphor is a powerful technique employed across various disciplines, from art and literature to advertising and graphic design, to convey complex ideas, emotions, and concepts through visual imagery and text. Derived from the broader concept of metaphor in language, visual metaphor extends this idea into the realm of images, signs and symbols, allowing for intertextual communication and interpretation. At its core, visual metaphor involves the juxtaposition of two seemingly disparate elements, where one element, known as the target, is imbued with the attributes or characteristics of another element, known as the source. Through this association, the viewer is invited to make connections, draw parallels, and derive meaning beyond the literal interpretation of the visual composition.Withdrawing from Forceville’ s (2008) theory, on multimodal metaphors, the current paper aims to investigate the multimodal nature of a series of advertisements designed for Mastercard under the campaign theme “Priceless experiences”. The study involves eight (8) outdoor billboards that were released in fall 2020 and were designed by McCann Colombia, Bogota. By applying a semiotic analysis, from the perspective of the semiotic parameters as suggested by Bertin’s (1967) theory on semiology of graphics, the results do not only portray the intertextual references of the Mastercard logo merged into the image but also there are second level findings implied through the senses of hearing, sight, taste, touch and smell.