American Express brings global brand platform ‘Powerful Backing: Don’t Live Life Without It’ to Australia

American Express has brought its global brand platform ‘Powerful Backing: Don’t Live Life Without It’ to Australia by launching three new television commercials.

The campaign aims to reflect the way businesses and lives are becoming increasingly interconnected with three hero ads ‘Live Life Manifesto’, ‘Balancing the Balance’ and ‘The World Awaits’.

The one-minute ‘Live Life Manifesto’ ad includes short clips from people travelling all over the world while a voice over reminds people of how American Express has been there for them for over 160 years. The ad also includes a small clip from one of its old ads.

‘Balancing The Balance’ promotes the importance of having the right composition of work and life, encouraging Australians to use American Express to keep the balance in check.

Meanwhile, ‘The World Awaits’ features people travelling the world and highlights all the different ways to use American Express.

The ads were created globally by Mcgarrybowen, Pentagram, Ogilvy, Mindshare and Digitas.

‘Powerful Backing: Don’t do Business Without It / Live Life Without It’ will be broadcast across mobile, social, podcasts, TV, cinema and outdoor.

Naysla Edwards, American Express VP of brand and experiences, said in a statement: “As a global business with 168 years’ worth of experience, and 64 years in Australia, we’ve witnessed the transformation that’s occurred in the lives of our customers over this time. We’ve increasingly seen the lines between life and work blur and people living experience-rich, blended lives, moving effortlessly between work and play.

“As a company that’s built its legacy on the relationships we have with our customers, we want to show them that they can count on us to back them to live their best lives.”

As part of the new campaign, American Express has also invested $1m into the Australian music industry as recognition of the important part it plays in its customers’ lives.

“With our work and personal lives becoming increasingly blended, music is the art-form that ties it all together – it’s the soundtrack to life and what better way to support Australians than to back something that they really enjoy,” Edwards added.

The American Express Music Backers Program actively looks for Australian venues, artists or businesses who are in need of backing.


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