American Express partners with Channel 4 to promote small businesses

American Express has partnered with Channel 4 to promote small retail businesses around the country.

Gok Wan, George Clarke, Anna Richardson and Ade Adepitan feature in an ad talking about their favourite small shop, celebrating the "hidden gems" on UK high streets.

It will launch during Humans on 4 December on Channel 4. The ad will run until 18 December on Channel 4, More 4 and All 4, the video on demand service.

Sassy Films created the film, working with Mindshare and Ogilvy & Mather. 

There will also be a hashtag #ShopSmallUK on social media, and viewers will be directed to to find out their local small businesses.

Alice Noone, vice president for partnerships and brand at American Express, said: "At American Express, we have a long history of supporting small businesses and celebrating their dedication to their customers.

"In 2016, Shop Small continues this great tradition by uncovering the amazing and unique hidden gems that can be found all over the UK."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Why your iPhone is killing your creativity

Every day, the insatiable parasite that is your smartphone makes you worse at your job, writes a group creative director at Ogilvy.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published