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DentsuMB injects humour into new American Express business card TV campaign


American Express has launched a humorous new television campaign to convey how its cards can be used for business and pleasure, created by dentsuMB.

Both the agency’s Northern and Southern teams worked on the campaign, which highlights how American Express points can be earned through business spending but redeemed for leisure.

‘The Card Is For Business The Points Are For Pleasure’ features a normal dentist whose points earned from business purchases have gone towards activities including a family holiday. Non-descript and businesslike from the front, he’s revealed to have a long mullet haircut.

The TV campaign runs alongside radio, social, digital and out-of-home activity. The outdoor ad features a split screen separating business from party – including an architect with his feet in the pool, and someone taking a stock check while on a jet ski.

Paul Cohen, Executive Creative Director at dentsuMB UK, said: “In popular culture, a mullet is universally described as two haircuts on one head: business at the front, party at the back. It was the perfect device to bring to life, in the mind of business owners that, the card is for business and the points you earn are for pleasure.

“A product benefit, communicated through the medium of hair.”

Rupert Bedell, Marketing VP at American Express, added: “Last year’s Harder Working Business Card campaign really stood out in the category and was a big success, so we’re back with our biggest campaign in the UK to-date, including our first ever TV ad for the business portfolio.

“We know that small business leaders want more from their downtime, so hope that this humourous campaign strikes a chord and cuts through to show how they can get more from American Express Business Cards.”

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