American Express swaps stress for pleasure

American Express has launched a TV campaign designed to show the ways small business owners can reap rewards for their spending.

The campaign visualises the challenges faced by business owners and replaces them with the serenity of a holiday, paid for with points earnt on business transactions.

Andrei Ciripitca, acquisition and marketing vice president at American Express, said the campaign builds on the success of its wider “business vs pleasure” campaign.

“Our Business Cards are all about rewarding small business owners for their hard work, because when it comes to running a company, it shouldn’t be all work and no play.

“This new campaign is a fun and revealing way of showing that ‘The Card is for Business. The Points are for Pleasure’,” said Ciripitca.

The campaigns show business owners enjoying leisure activities such as yoga and poolside games, forgetting the “orders, payments, new equipment” in their working life.

The adverts will run across TV, broadcasting, online video, digital display, social media, OOH, and radio.

The visuals were created in collaboration with creative agency Dentsu Creative.