American Express Builds on Business Card Campaign with new "Business versus Pleasure" ads
Feb. 21, 2024
American Express has launched a fun new campaign for its Business Cards in the UK that reveals the many ways that business owners can enjoy rewards for their business spending.
The work is part of American Express' focus on providing Powerful Backing to their business customers and will run across TV, BVOD, OLV, digital display, social media, OOH and radio, the campaign builds on the ‘Business versus Pleasure’ theme first featured in Amex’s popular advert, ‘The Mullet’, in 2022.
The new ads begin with intense close-ups of business owners as they are seemingly deep in thought about business challenges. The voiceover lists spending considerations like "orders, payments, new equipment…", while describing the character attributes required to be a successful business owner, such as flexibility or commitment. Soon, the camera pans out to show the business owner is actually enjoying a dream holiday.
We see that the facial expression was simply the business owner immersing themselves in a holiday activity relevant to the character attribute described, such as poolside yoga or fun at the beach. Each advert ends with the line: "The Card is for Business. The Points are for Pleasure."
The campaign playfully links the qualities required as a small business owner to the amazing rewards they can treat themselves with, by earning points on their business transactions.
Andrei Ciripitca, Acquisition and Marketing Vice President at American Express, said:
"Our Business Cards are all about rewarding small business owners for their hard work, because when it comes to running a company, it shouldn’t be all work and no play. We had a great response to our previous campaign, so we wanted to build on that idea, maintaining our lighthearted tone while demonstrating the benefits of using an Amex Business Card. This new campaign is a fun and revealing way of showing that ‘The Card is for Business. The Points are for Pleasure’."
Related News
Ad of the Day | Dentsu Creative Unveils "Shake It Up" Campaign for Paint Mixing Leader Valspar
With an innovative approach, Valspar is set to transform paint selection and redefine the consumer experience
American Express Gold UK Asks Customers to "Spot the Amex Difference" in its New Advert
American Express is encouraging people to “Keep Doing You” in a new dual-screen view campaign
Lovely Film from Dentsu Creative Portugal for BPI Bank
Film is created to mark the Portuguese Women’s National football Team qualifying for the World Cup for the first time
Latest News
May. 03, 2024
Power Up! A Nostalgic Look at Gaming's Evolution: From Pong to Virtual Reality
Remember the thrill of finally winning a hand in traditional slot machines, the rush of competition, the strategic thinking– it's all part of the magic of games
May. 03, 2024
How to Identify an Authentic Vape Store Without Much Hassle?
Finding an authentic vape store among the many choices in today’s vaping world can be quite a difficult job