American Express Canada released new creative on Thursday as part of its ongoing “Realize the Potential,” campaign.
Created by Ogilvy & Mather Worldwide and adapted for Canada by Ogilvy One in Toronto, the campaign focuses on the brand’s premium card services by demonstrating how it goes “above and beyond” for its members.
One of the three new TV spots highlights how American Express will help traveling card members find a doctor who speaks English. Another promotes the company’s Front of the Line initiative, which gives cardholders exclusive/advance access to concert tickets. A third focuses on how Amex will repair or replace broken purchases.
David Barnes, vice-president of advertising and communications at American Express Canada said the new spots are part of an “ensemble” of videos, created by the Parisian animation house Kuntzel and Deygas, and that new spots with messaging about additional card services will debut throughout the year.
American Express’ advertisements have concentrated on card services since 2009 when the “Realize the Potential” campaign first launched. Barnes said the company continues to focus on its premium service offering because its the differentiating factor that sets the brand apart from its competitors in the credit space.
“In the card business, there is a lot of advertising. There are a lot of competing card products that are payment vehicles,” Barnes said. “What we position ourselves as, and have for many years, is being above that and more about the quality and breadth of service and customer experience.”
“The underlying message behind a campaign like this is that we’re more than just a card.”
High Road Communications handled PR for the campaign and MindShare did the media buy.
