Amex's feelgood U.K. spot shows how small stores help pinpoint the perfect gift

Dentsu Mcgarrybowen created ad set to Erasure 'A Little Respect'

Published On
Dec 02, 2021

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American Express is promoting its "Shop Small" campaign in the U.K. with a feelgood ad set to Erasure's classic 80s track "A Little Respect."

Created by Dentsu Mcgarrbowen London and directed by Smuggler's Björn Ruhmann, the spot sees our protagonist wander the streets and peruse independent shops in search of the perfect gift for his very particular mother. Finally, he settles on the perfect gift for his daschund-loving mom. 

The "Shop Small" campaign will kick off on Amex's Small Business Saturday in the U.K. (Dec. 4, as opposed to Nov. 27 in the U.S.). The campaign is running cross TV, cinema, radio and online video supported by out-of-home executions shot by John Spinks that aim to show how shopping small is the perfect solution to every Christmas dilemma, whether "You’ve left the shopping late, but need to find something great" or "You’ve invited everyone to your place but haven’t got the space."

“After the last 20 months, shopping small is even more important," said Paul Cohen, joint executive creative director of Dentsu Mcgarrybowen U.K., in a statement. "Basing our campaign on an insight we can all relate to and setting it to a classic song; our hero’s quest to find the perfect gift for his mum is elevated to something heartfelt and memorable. We hope the work cuts through this Christmas and gives support to all the brilliant small shops out there.” 


Dec 02, 2021
Client :
American Express
Agency :
Dentsu Mcgarrybowen
SVP Global Brand Planning & Content :
Andy Goldberg
VP Global Brand Content :
Allison Silver
Senior Manager Global Content :
Claire Barrett
Executive Creative Director :
Paul Cohen
Senior Creative :
Sam Bishop
Senior Creative :
Michael Eichler
Managing Partner :
Aarti Kulkarni
Business Director :
David McColl
Account Director :
Elizabeth Gloserová
Account Manager :
Isabel Carless
Strategy Director :
Trevor Lindroos
Project Manager :
Bianca Dubios
Agency Producer :
Roz Prentice
Print Producer :
Danny Wallace
Production Company :
Director :
Bjorn Ruhmann
Editor :
Paul Hardcastle
Editorial House :
Post-Production :
Post Producer :
Holly Treacy
Music Publishing :
Erasure ‘A Little Respect’
Music Publishing :
Sony ATV
Music Arrangement :
Jack Chown
Music Supervision :
The Music Lab
Audio Post-Production :
Wave Studios
Sound Engineer :
Jonny Platt
Sound Engineer :
Jack Patterson
Media :
UM London
Managing Partner :
Simon Taylor
Client Partner :
Danica Luhrs
Communications Director :
Ashley Edwards
Communications Manager :
Michelle Alexander

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