Creativity

American Express: Putting on the Tennis Whites

In a U.S. Open noted chiefly for Serena Williams' Nike fetishwear, American Express, the "official card" of the event, has a very unofficial-looking series of distinctly old-schoolish ads with a trading-card vibe. "

Published on Sep 09, 2004

Editor's Pick

In a U.S. Open noted chiefly for Serena Williams' Nike fetishwear, American Express, the "official card" of the event, has a very unofficial-looking series of distinctly old-schoolish ads with a trading-card vibe. "The idea is to create a look that's both modern and classic in color and illustration, and one that works in all media," says O&M CD Chris Mitton. "The graphic simplicity of the ads allows them to work in large surround media such as wrapped buses and billboards, but they can also stand out as postcards and magnets. The classic look of the type, with bold headlines and the background accents of the AmEx green, make the ads stand out as uniquely American Express." But thank God tennis players don't dress like this anymore.

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About

Credits

Date
Sep 09, 2004
Client:
American Express
Executive Creative Director:
David Apicella
Creative Director:
Chris Mitton
Creative Director:
John Liegey
Copywriter:
Cindy Casares
Print Producer:
Jim Spoerel
Illustrator:
Jake Rickwood
Senior Art Director:
Kristal Kinder
Agency:
Ogilvy & Mather New York

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