American Express Launches Largest Brand Campaign in Canada

Stellar Ad Line-Up Kicks Off with Ellen DeGeneres, Laird Hamilton & Robert De Niro

Toronto (April 18, 2005) – Amex Canada today announced the launch of its biggest brand advertising campaign in Canada in almost 10 years featuring a one-of-a-kind talent line-up of extraordinary individuals including actor Robert De Niro, comedian and television host Ellen DeGeneres and world-class surfer Laird Hamilton. Featuring the tagline “My life. My card.” it is the first ever umbrella brand campaign to support all American Express cards.

The global campaign communicates the role the American Express brand plays in the lives of the extraordinary people showcased in the talent line-up. It also strengthens the appeal of American Express as the ultimate brand for consumers who live life to the fullest.

The campaign will evolve over the coming months with fascinating people such as tennis champions Andy Roddick and Venus Williams. Amex says it also plans to feature a notable Canadian personality in the line-up.

Launching the campaign is part of Amex’s aggressive push to accelerate the growth of its business in the Canadian marketplace.

Beth Horowitz, President and CEO of Amex Bank of Canada says, “This campaign represents a major investment in our business. 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.”

“My life. My card.” Creative Approach

The creative direction of the multi-faceted campaign varies from personality to personality. But a common theme threads them all together to demonstrate that achievers of all types choose American Express.

The creative treatment goes beyond traditional celebrity product endorsements. The ads are presented as short films that give insight into the interesting lives these people live, allowing consumers to learn more about their character and personality. Each spot has been created in collaboration with each individual and portrays the natural connection the person has with the American Express brand.

Beth Horowitz says, “By utilizing such a diverse line-up of interesting personalities that appeal to a variety of consumer segments, we’re able to extend our brand to a broader group of aspiring and existing customers.”

Renowned film director Martin Scorsese and acclaimed photographer Annie Leibovitz were commissioned to lend their vision to some elements of the creative. Scorsese directed and made a cameo appearance in De Niro’s television spot – marking the first time the pair has teamed up for a television commercial. Leibovitz photographed Ellen DeGeneres, Laird Hamilton and Robert De Niro for the print campaign.

The “My life. My card.” campaign communicates the core attributes of the American Express brand to reflect the Company’s tradition of service and integrity. It also reinforces the global and premium equities of the American Express brand.

Print & TV Execution

The first wave of the “My life. My card.” campaign will launch with 30 and 60 second TV commercials featuring Robert De Niro, Ellen DeGeneres and Laird Hamilton. The campaign will also include national magazine, web and sponsorship activities.

Ads with Andy Roddick and Venus Williams will be rotated into the line-up throughout the year, particularly around major sporting and entertainment events. Amex will also introduce a notable Canadian personality in the next couple of months.

The global campaign will add other individuals relevant to the U.S. and other markets. For example, the U.S. has launched a new spot with renowned Duke University basketball coach Mike Krzyzewski (also known as "Coach K") and Europe has launched ads featuring Chelsea Football Club coach Jose Mourinho.

American Express in Canada operates as Amex Bank of Canada and Amex Canada Inc. Both are wholly-owned subsidiaries of the New York based American Express Travel Related Services Company, Inc., the largest operating unit of American Express Company, which provides a range of financial and travel related services for consumers and companies. Amex Bank of Canada is the issuer of American Express Cards in Canada. Amex Canada Inc. operates the Travel Service Network, Corporate Travel and Travellers Cheque divisions in Canada. Amex opened its first offices in Toronto and Hamilton in 1853 and now employs 3,700 Canadians coast to coast.

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