New York—American Express Co. has rolled out an ad campaign called “The Membership Effect,” designed to show the benefits it offers to cardmembers and merchant partners. The integrated campaign, developed by Ogilvy & Mather New York, includes TV, online and social media, and features comedian Aziz Ansari and restaurateur Thomas Keller.
The ads that include Keller are part of American Express' “Small Business Saturday” initiative, promoting the Saturday after Thanksgiving as a day to support local small businesses. The campaign also introduces the new tagline “Welcome in” to highlight the benefits that come from belonging to the company's cardmember community. The budget was undisclosed.