American Express global brand campaign comes to Canada
By Adnews Staff
Toronto-based Amex Canada brought an international brand advertising campaign for the American Express card to this country yesterday. According to the company, this is the largest ad campaign for the brand in Canada in ten years and the first umbrella campaign that promotes all American Express cards. Called "My life. My card," the creative features actor Robert De Niro, comedian Ellen DeGeneres and surfer Laird Hamilton describing the role the brand plays in their lives. The ads are shot to resemble short films. The aim is to depict the card as a product for "consumers who live life to the fullest." The first phase of the campaign will consist of 30- and 60-second television commercials. National magazine advertising, Web materials and sponsorship activities will also be used. New executions with tennis players Andy Roddick and Venus Williams will be added to the rotation later in the year. According to Amex Canada, another ad will feature an as-yet unidentified notable Canadian. "This campaign represents a major investment in our business," said Beth Horowitz, president of Amex Bank of Canada, "Over the last few years we've focused exclusively on promoting products like our Aeroplan and Air Miles cards. Now we're launching a campaign that connects with consumers on a whole new level and encourages them to think of American Express as being the most relevant brand to fit their lifestyle." Advertising for American Express is done by Ogilvy & Mather. MindShare handles international media planning and buying for the company, including in Canada.