Dentist rocks a mullet in biggest UK push for American Express
American Express is taking the ‘business at the front, party in the back’ sentiment to a whole new level in its biggest UK campaign push to date.
‘The Card Is For Business, The Points Are For Pleasure’ was devised by creative agency partner DentsuMB UK and features a mulleted dentist who uses his business card to buy ads and subscribe to his favorite magazine – Good Gumkeeping.
“In popular culture, a mullet is universally described as two haircuts on one head: business at the front, party at the back,” explains Paul Cohen, executive creative director at DentsuMB UK.
“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 [is] communicated through the medium of hair.”
The humorous spot is aimed at small business owners and includes the brand’s first-ever TV ad for UK businesses.
“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,” added Rupert Bedell, marketing vice-president at American Express.
“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.”
Further support for the campaign will come from radio, social, digital and out-of-home (OOH).
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