After their popular entry in the 1989 Super Bowl ("Dan and Jon Do Miami"), American Express and Ogilvy & Mather bring an entertaining vignette of a refreshingly different style to Super Bowl XXIV, starring Academy Award winner and racing enthusiast Paul Newman.
Like the ad a year earlier, the spot runs a full minute, a costly investment in air time alone in a year when CBS was averaging $700,000 for 30 seconds in 1990 dollars.
But AmEx and Ogilvy, the marketer's agency since the early 1960's and a recent acquisition of WPP Group, would spare no expense in later trips to the big game. They continued to invest for 1998's 60-second "Seinfeld and Superman" (average cost for 30 seconds: $1.3 million) and 1999's minute-long Seinfeld road trip "Real Life" (average cost for 30 seconds: $1.6 million). Jerry Seinfeld made his first big endorsement deal in 1992, with American Express.
BRAND: American Express
AGENCY: Ogilvy & Mather