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American Express Asks 'What Do You Want?' for Deliveroo Partnership Launch

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Created by dentsuMB and directed by Somesuch’s Aneil Karia, fresh campaign for the American Express Gold preferred rewards card brings membership rewards to life

American Express Asks 'What Do You Want?' for Deliveroo Partnership Launch

American Express has launched a new campaign for its Preferred Rewards Gold Card. Breaking this week, it celebrates the card’s extensive and flexible Membership Rewards and features a new benefit for 2021, giving Gold Cardmembers up to £10 off per month with Deliveroo. Created by dentsuMB, the new campaign includes TV, cinema, digital and OOH. 

‘What do you want?’, shows the relevance of the Gold Card to who we are and how we live our lives today.  With Cardmembers able to earn points on nearly everything they buy, to spend on almost anything they like, it is one of the most flexible cards that rewards customers for being themselves. 

Somesuch director Aneil Karia was enlisted for the film. Best known for his television dramas for Netflix and C4, including TOP BOY and his award winning short, “The Long Goodbye” for Riz Ahmed’s album of the same name. The film features the portrait of a young woman, showcasing the versatility of the Amex Gold Card and how it can help, from getting a Friday night takeaway to a special trip away with mum.  

Dave Edwards, director UK product and partnership acquisition American Express said: “Our exciting new benefit partnership with Deliveroo means we continue to back our Cardmembers with meaningful, flexible rewards. With an American Express Gold Card you can also earn points on pretty much anything you buy, so being rewarded for just being yourself is a message we wanted to celebrate “. 

“Aneil Karia has made important work that’s part of contemporary culture,” said Paul Cohen, joint ECD dentsuMB, “Knowing we wanted to make an authentic and compelling film, he was an ideal partner for ourselves and Amex on this journey.”

The Gold spot will run on TV and online, and will also be shown on big screens in some of the country’s most stunning settings, through a partnership with The Luna Cinema, the UK’s largest producer of outdoor cinema events. 

The energy and warmth of the film is carried across OOH. The OOH visually brings to life how everyday purchases like your morning coffee can help you to get more of the things you want.

Media planning and buying is handled by Universal McCann.

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Agency: dentsuMB

Executive Creative Director: Paul Cohen

Associate Creative Directors: Sarah Watson, Nick O’Brien and Laura McGovern

Chief Strategy Officer: Sophie Lewis

Managing Partner: Aarti Kulkarni

Business Director: Zara Gregory

Account Director: Chris Doggett

Agency Producer (Film): Pamie Wikstrom


Media agency: Universal McCann


Production company: Somesuch

Director: Aneil Karia

Production Company Producer: Shirley O’Connor

Editor: Amanda James @ Final Cut

Producer: Frankie Elster / EP

DOP: Ben Fordesman

Post Production

Post-production: Time Based Arts

Colorist: Simone Grattarola

Post Producer: Sian Jenkins

Sound Designer: Paul Davies

Soundtrack: Rubber Bands

Composer: Pete Duffy 

Audio post-production (Final mix): Mike Bovill @ 750mph

For Print (production details):

Agency Producer (Print): Danny Wallace

Photographer: Olly Burn

Post Production: Stanley’s Post


FILM LAB: Cinelab London



Genres: People

Categories: Finance, Credit cards

Dentsu Creative UK, Fri, 28 May 2021 16:01:09 GMT