Home - AdRespect Advertising Media Program
leftendAbout the AdRespect Advertising Media ProgramAdRespect Advertising Media Program Ad LibraryAdRespect Advertising Media Program ResourcesDonate to the AdRespect Advertising Media ProgramContact AdRespectJoin the AdRespect Advertising Media ProgramMember logon to the AdRespect Advertising Media ProgramAdRespect Advertising Media Program
spacer
paid advertisement



American Express - Financial Planning With A Clear Commitment

Company: American Express Co.
    View Company Scorecard | Contact Company
Brand: American Express
Ad Title: Financial Planning With A Clear Commitment
Business Category: Financial Services
Media Outlets: Print
Country: United States
Region: North America
Agency: Prime Access
Year: 1997
Target: Gays
none

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 ad carries two same-sex names and mentions "couples."

The company later added its other services, including Financial Planning with this ad as an interim creative solution as a precursor to a beach ad that features a real female couple.

"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."

none

Audrey Gilles , Brattleboro, VT
One has to work a little harder on this one compared to the last (color is dense, models are not popping as much), but that also might be that I'm looking at this on screen. It's a great campaign, a little too picute perfect, but, it works if that's their goal.

none


Free Yourself- Women
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


none

Submit An Ad Test An Ad Rate An Ad Post Comments
space
© 2001 - 2014 AdRespect Advertising Education Program. All rights reserved.
Other works which appear on this site are the property of their various owners and are used for educational purposes, with no commercial intent.
space
Legal Statement and Terms of Use
Designed & Powered by Videotex


paid advertisement
paid advertisement