Seinfeld Does Super Job for Am Ex
Advertiser: American Express Co.
Agency: Ogilvy & Mather, New York
Challenge: Freshen up the campaign featuring pitchman Jerry Seinfeld by teaming him with Superman to illustrate the strength and security of the card.
The Ad: In 30- and 60-second versions of the television spot, Seinfeld and an animated Superman walk down a city street and spot Lois in distress. Turns out she doesn’t need a superhero; she’s forgotten her wallet and needs help paying for groceries. Seinfeld comes to the rescue with his American Express card. The spot is filled with understated gags. When Seinfeld asks Superman if he spotted Lois by looking through a building, Superman shrugs. “Well, kind of,” he says. “It’s glass.” The ads end with a voice-over by Seinfeld: “You can do more with the American Express card.”
Comment: The campy humor and timing of the gags make this a fun commercial. Whether viewers conclude that the American Express card is as strong and secure as the Man of Steel is another matter. $$$
Ads are rated from $ to $$$$, based on tastefulness and probable effectiveness, with $$$$ being the highest.
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