September 21, 2023

Digital Marketing Education

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Behind American Express’ US Open plans for its 30th year at the tournament

The ad, emphasizing Amex perks across sporting seasons, was directed by Nicole Ackerman with Merman Pictures. It features music tracks from Sofi Tukker (“Best Friend”) and Daphne Willis (“Show Up”).

“Directed by an incredible female director, they tell the story of a mother and daughter bonding over their shared passion for sports,” Jess Ling, senior VP of global brand advertising, told Ad Age. “The energetic, fast-paced creative shows how those experiences are even better when you’re an American Express Card Member, with the memories lasting far beyond that NBA game or U.S. Open match.”

Also read: Amex spotlights Issa Rae’s writing process in playful ad

Along with the spot, Amex has organized an array of on- and off-site partnerships and activations, as usual, around the tournament. The agencies Momentum Worldwide, Day One Agency, Universal McCann and Wasserman all worked on various activations.

For the second straight year, Amex is teaming up with social sports platform Break the Love to provide tennis fans with complimentary access to 10,000 court reservations across 500 tennis and pickleball courts in the New York area.


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