American Express. As the stadium sponsor and therefore main backer, Brighton & Hove Albion fans have a lot to be grateful for. But according to the finance firm’s latest ad campaign, its first unified brand and product platform in the UK no less, “there’s always more”.
In fact, the new campaign is Amex’s first locally produced master brand ad for the UK market, with a creative that is designed to reflect the unique character, culture, and ambitions of modern Britain.
Shot by Amara Abbas and created with Dentsu Creative, the films aim to capture the “joyful reality of modern life” – from a first-time runner battling the rain before surprising themselves by enjoying a local 5k and a moment when a football fan’s surprise gift doesn’t quite go to plan to a woman adding to her order at a chippy.
Each story is designed to show Amex being there for people in those everyday moments, with the added benefit of earning rewards that give a little something extra back. From everyday spend to life’s bigger moments, Amex Cardmembers are reminded that, however they choose to live, there’s always more value waiting to be unlocked.
The launch also includes a music sync from rising UK duo Sistra, who are part of Amex Unsigned – an initiative that helps to create breakthrough opportunities for emerging music talent.
As part of Amex’s ongoing commitment to grassroots music, the collaboration provides Sistra with national exposure, while giving the campaign a distinct and authentic soundtrack.
Running across TV, outdoor, digital, social, and targeted display, the activity hopes to reach audiences in the moments that matter most – from Manchester high streets to mobile screens and primetime TV including Premier League and F1 ad spots.
New audience targeting in addressable channels will also aim to ensure consumers see messages about benefits when most relevant to their real lives.
Amex vice-president Dave Edwards said: “We wanted to create a campaign that reflects the lives people are living. Whether it’s travel, dining, shopping, or running a business, Amex helps you get more out of the things that matter most. The new campaign is about showing people that Amex is for them – and helping them see what’s possible with us by their side.”
So, what is the consensus around the Decision Marketing office?
Well, back in the day, we had an American Express Corporate Card, and we soon discovered why our old employer dished them out so readily. Due to the higher merchant fees, Amex cards are less widely accepted, particularly by smaller, independent businesses, meaning we couldn’t rack up a big expenses bill.
And there’s the rub; even eBay recently stopped accepting Amex payments, while others have also joined the boycott, including Greggs, KFC, Arriva, National Express, Stagecoach, Home Bargains, Sky and Virgin Media. Bizarrely, many of the independent outlets shown in the ad are normally just the sort of place where you can’t use it.
Call us old fashioned but exactly where do they get “there’s always more” from? We do quite like the ads though…
Decision Marketing Adometer: A “more is less” 6 out of 10
