American Express has created a new campaign centred on how an Amex card can facilitate pleasure as well as business, via the perks provided by points.
Running across OOH, TV, BVOD, digital display, social media and radio the campaign builds on the ‘Business vs Pleasure’ theme which first appeared in the brand’s popular ‘The Mullet’ advert back in 2022.
Spearheaded by Dentsu Creative, the spots show intense close-ups of businessmen who are seemingly deep in thought, with the voiceover listing spending considerations like “orders, payments, new equipment”, whilst also describing the attributes needed to be a successful business owner such as flexibility, or commitment.
With a touch of irony, the camera then pans out to show that the business owner is actually enjoying a dream holiday, with each advert ending with the line “The Card is for business. The points are for pleasure”.
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American Express vice president finance Andrei Ciriptca said: “Our business cards are all about rewarding small businesses 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 light hearted 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”.
