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Mulleted Dentist Embodies American Express's Business Card Benefits

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dentsuMB UK film leads biggest ever UK push for American Express Business Card Portfolio

Mulleted Dentist Embodies American Express's Business Card Benefits

American Express is launching its biggest ever UK campaign to support its Business Card Portfolio. Breaking this week, it highlights how American Express Membership Rewards points, earned through business spending, can fund activities and personal passions.

Created by dentsuMB UK, the humorous campaign is aimed at small business owners and includes the brand’s first ever TV ad for UK businesses. The film features an everyday dentist, who uses his business card to buy ads and subscribe to his favourite magazine – Good Gumkeeping. Emphasising that “The Card is for Business, The Points are for Pleasure”, he’s put them towards a luxury family holiday. He is non-descript in every wayapart from a glorious mullet.

As Paul Cohen, executive creative director dentsuMB UK, explains: “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.

This juxtaposition of business and pleasure extends into other media, including radio, social, digital and OOH, featuring a split screen device showing an architect hard at work on top, with his trousers rolled up, feet paddling in the pool below; someone doing a stock check, while on a jet ski; and a group of office workers, riding both a hot air balloon and a lift.

Rupert Bedell, marketing VP American Express said: “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 humorous campaign strikes a chord and cuts through to show how they can get more from American Express Business Cards.”

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Business in the Front Party in the Back
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CAMPAIGN: The Card is for Business, The Points are for Pleasure

ADVERTISING AGENCY: dentsuMB UK

MEDIA AGENCY: Universal McCann

EXECUTIVE CREATIVE DIRECTOR: Paul Cohen

SENIOR CREATIVE TEAM: Joe Stamp, Tom Prendergast

BUSINESS DIRECTOR: David McColl

ACCOUNT DIRECTOR: Elizabeth Gloserova

ACCOUNT MANAGER: Madeleine Burton, Alice Slade

HEAD OF STRATEGY: Chris McKibbin

AGENCY TV PRODUCER: Roz Prentice

AGENCY CREATIVE PRODUCER: Callum Furminger

PHOTOGRAPHER: Ewen Spencer

RETOUCH: Stanley’s Post

PRODUCTION COMPANY: MJZ

DIRECTOR: Gary Freedman

PRODUCTION COMPANY PRODUCER: Amy Appleton

EDITOR: Adam Spivey @ The Assembly Rooms

COLOUR: Jean-Clement Soret @ Company3

POST-PRODUCTION COMPANY & LEADS: Electric Theater Company | Compositing Lead

POST PRODUCER: Amy Smith and Vic Lovejoy @ Electric Theater Company

ENGINEER & SOUND STUDIO: Jack Hallett @ Factory Studios

MUSIC COMPANY: The Music Lab

CASTING: Beach-Casting

Genres: People, Comedy

Categories: Banking, Finance

Dentsu Creative UK, Wed, 04 May 2022 14:50:12 GMT