Two new executions featuring Ansari begin airing today.“Through the unique American Express ecosystem of buyers and sellers, we have the ability to offer our Cardmembers and merchant partners additional value and service. Nowhere is that more evident than with our collaborations with Facebook, foursquare and, most recently, Twitter -- which allow us to connect and facilitate both experiences and commerce between Cardmembers and merchants,” said John Hayes, Chief Marketing Officer, American Express. “The Membership Effect captures that idea, of how American Express is creating powerful connections and shared value between the members of the American Express community of consumers, merchants and small business owners.” Several American Express programs that capitalize on the power and potential of “The Membership Effect” are highlighted in the advertising campaign, including: Creating Rich Experiences for Cardmembers American Express partnered with Aziz Ansari to develop three humorous spots showing how he is able to take advantage of exclusive offers for American Express Cardmembers by “syncing” his Card to Facebook, Twitter and foursquare. A :60 spot takes Ansari on a journey with the help of his American Express Card following his quest to win the heart of a young woman, and two :30 versions show Ansari feeding his love of kayaking and the tuba. The ads illustrate how American Express uses social media platforms to add value to Cardmembers by allowing seamless redemption of merchant offers without the need for coupons or special codes. Delivering Value to Businesses The spots featuring Thomas Keller share how “The Membership Effect” benefits him as a small business owner and American Express merchant partner. Throughout the spot, Keller shares how American Express harnesses the power of its network of buyers and sellers to grow his business and provides insights and tools that help him expand his customer base and support the local economy in Yountville, California, home to his first restaurant The French Laundry, and beyond.
Consumers and Communities Connecting to Support Small BusinessAmerican Express’ successful Small Business Saturday initiative – which drives millions of consumers to small businesses around the country – is profiled in multiple television spots to highlight the role that American Express, consumers and merchants play to support an important economic engine: small business. For more information on “The Membership Effect,” visit www.americanexpress.com/me. All of the spots can be viewed online at www.youtube.com/americanexpress. About American Express American Express is a global services company, providing customers with access to products, insights and experiences that enrich lives and build business success. Learn more at americanexpress.com and connect with us on facebook.com/americanexpress, twitter.com/americanexpress and youtube.com/americanexpress.