American Express unveils new brand identity – and takes NZ to the world

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SYDNEY, Today: American Express has unveiled its new global brand platform in New Zealand (Powerful Backing: Don’t Do Business / Don’t Live Life Without It) through a 360-degree Ogilvy campaign advertising the American Express Airpoints Platinum Card in partnership with Air New Zealand.

It is the company’s first tvc in New Zealand for some time, incorporating the new global brand platform which celebrates the reality that life and business are increasingly interconnected, and “the unique role American Express has in backing its customers”.

The campaign made its debut last week and runs through primetime slots in all major free-to-air and pay-TV networks across the country. The ad features picturesque locations such as Bethells Beach in Auckland, Lake Wakatipu and Deer Park Heights in Queenstown.


“Ogilvy will also use the rich NZ visuals in the global tvc campaign in the US, UK, Mexico and Japan.”


In fact, American Express has opted to use the rich NZ visual content in their global tvc campaign that stretches across a number of markets including the US, UK, Mexico and Japan.

The new brand platform was created by mcgarrybowen globally, localised by the Ogilvy network in partnership with Mindshare.

The advertising was orchestrated by Californian director Lance Accord, and the imagery was shot by Californian photographer, Matthieu Young. The new tagline: Don’t Do Business / Don’t Live Life Without It is a modern articulation of the highly successful Don’t Leave Home Without Them tagline that was introduced by American Express in 1973 to promote its traveller’s cheques (featuring Oscar-winning actor Karl Malden).

It’s the first time that American Express has had a single Brand platform across US and international markets and which talks to both consumers and businesses.


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