American Express supports Small Business Saturday with ad boost

American Express has launched an above-the-line campaign to promote Small Business Saturday, an initiative that is designed to encourage people to shop in small and independent businesses

The credit card brand’s campaign, created by Ogilvy, will use its illustrative style to promote the role of small businesses as heroes of the high street, ahead of Small Business Saturday on 7 December.

As part of the activity, people with American Express cards who spend more than £10 on them with participating small businesses on the day, will get £5 credit.

The campaign kicks off today and will include a 30-second TV spot, out-of-home six-sheets across the London Underground, rail stations and streets, supported by digital, search and regional radio ads.

The voiceover for the TV ad asks people to "support the heroes of our high street"; suggesting shoppers "think big" and "shop small".

The creative director behind the campaign was Arthur Parshotam. Kuntzel & Deygas directed the TV spot through Add a Dog.

American Express channels on Facebook, Twitter and YouTube will support the initiative, as will a below-the-line campaign targeting card members and small businesses.

Melissa Weber, the director, UK brand communications, American Express, said: "We’re excited that Small Business Saturday has made it to British shores and are delighted to be part of an initiative that celebrates the contribution small businesses make to our economy and local communities."

Amex embed

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
How easyJet transformed customer data into emotional anniversary stories

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published