Ad Review - Beyoncé does Amex
American Express has long run some pretty interesting ads, but their theme lately has focused on celebrities and their American Express credit cards. A good example is this ad with film director Wes Anderson.
A few weeks ago, a new ad appeared featuring singer Beyoncé Knowles. At first glance, the ad appears similar to the other ads: a celebrity lives life and extols the virtues of her credit card by example. However this one is a little different.
The problem with most of the Amex ads seen so far is one of celebrity scale. Wes Anderson uses his credit card to rent a helicopter for $15,000. M. Night Shyamalan somehow uses his card to see ghosts and expensive special effects. Shaun White goes on a round-the-world vacation looking for snow. None of these people are using their cards for anything…normal!
The Beyoncé ad is refreshingly different for a number of different reasons, but the biggest is how it portrays the day-to-day routine of Ms. Knowles. Quite simply, she’s busy. She runs a major performance act, travels constantly, has to make frequent decisions, deals with constant adversity, all while trying to stay a good role model for her family. In short, the ad features Beyoncé the busy executive rather than Beyoncé the celebrity.
These days, American Express appeals to a number of market segments, but without a doubt they’re associated with affluence. No other brand carries quite the same cachet, even to the point that Amex has to dream up bigger and better offerings for their most wealthy users. With affluence also comes an association with busy business leaders, and that’s why this particular ad works so well. The people most likely to identify with this ad are not the typical music fans but rather the overworked business travelers who never have time to see Madrid while trying to keep up.
For these people, just like Beyoncé in this ad, American Express does not somehow redefine their professional experience. Instead, the card is a tool that solves problems in a way that other cards just can’t quite match. The impression is simple and powerful: no self-respecting business leader should leave home without their American Express card (catchy slogan…) because it saves time, adds peace of mind, and makes it easier to focus on whatever it is they really do. A+
