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American Express - Beach

Company: American Express Co.
    View Company Scorecard | Contact Company
Brand: American Express
Ad Title: Beach
Business Category: Financial Services
Media Outlets: Print
Country: United States
Region: North America
Agency: Prime Access
Year: 1998
Target: Gays
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American Express entered the gay market in 1992 and has become an exemplary advertiser with a consistent presence ever since.

The company began advertising with its Cheques for Two product, that allows two different names to be used -- an ideal offering for a community that cannot marry and share a last name. The ads from Ogilvy & Mather carried two same-sex names.

The company later added its other services, including Financial Planning with this beach ad that features a real female couple, as well as the green American Express card and other products.

"We can't be committed--we have to say the G-word" in advertising, said Julian Acosta, Amex's marketing manager for emerging markets, in 1997. He criticized gay vague ads from other companies that sought the gay market more covertly, saying, "Some people think you can hit two markets with the same message. But people are more sophisticated; you can't do that anymore."

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Portagen , Belfast
This is the first lesbian advertisement I have seen. The lesbian market doesn't seem to have been tapped into in the UK.

Annett Zimmermann , Frankfurt, Germany
I consider this a real good ad.

Andrea Rankin , Ellenton, FL
This is beautiful! Another way to show we're not really any different. Mature, concerned, hard-working individuals, and couples, who like to plan for their own and their family's future. No matter how much it freaks out society who is in their family! :)

Carolyn , Concord, NH
I loved this ad so much, my American Express Financial Advisor gave me one as a gift!

Audrey Gilles , Brattleboro, VT
A wonderful, to the point 'lifestyle' portrayal that is clearly represented. It hits its market and it's well thought out... good art and photo direction. Ogilvy & Mather and Amex get an 'A'for the G-word.

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Company: American Express Co.
Brand: American Express
Country: United States
Region: North America
Year: 2006


Free Yourself
Company: American Express Co.
Brand: American Express
Country: United States
Region: North America
Year: 2006


There's One
Company: American Express Co.
Brand: American Express
Country: United States
Region: North America
Year: 2005


Ellen Playing Poker
Company: American Express Co.
Brand: American Express
Country: United States
Region: North America
Year: 2005


Winner
Company: American Express Co.
Brand: American Express
Country: United States
Region: North America
Year: 2004


Ellen Dance
Company: American Express Co.
Brand: American Express
Country: United States
Region: North America
Year: 2005, 2004


David Collins, Scout Productions
Company: American Express Co.
Brand: American Express
Country: United States
Region: North America
Year: 2004


Queer Eye Producer David Collins
Company: American Express Co.
Brand: American Express
Country: United States
Region: North America
Year: 2004


Venice
Company: American Express Co.
Brand: American Express
Country: United States
Region: North America
Year: 1995


There's One Economy You Can Be Optimistic About. Yours.
Company: American Express Co.
Brand: American Express
Country: United States
Region: North America
Year: 2003


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