American Express brings Tiger Woods ad to Canada
By Adnews Staff
American Express released a new commercial in Canada yesterday featuring golfer Tiger Woods. The ad is part of the credit card company's ongoing "My life. My card" campaign which began in April. The commercial shows Woods hitting golf balls at a driving range in the rain. It uses the copy, "My life is about never settling. My card is American Express." 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. Previous ads in the campaign have featured actor Robert De Niro, comedian Ellen DeGeneres and surfer Laird Hamilton. Another new ad featuring a Canadian personality is expected within the next several weeks. The creative is intended to "strengthen the appeal of American Express as the ultimate brand for consumers who live life to the fullest." Advertising for American Express is done by Ogilvy & Mather. MindShare handles international media planning and buying for the company. American Express operates in this country as Amex Canada, which provides travel services, and Amex Bank of Canada, which issues the cards.