NEW YORK, Sept. 20 /PRNewswire/ -- American Express today announced that
actress, singer and fashion designer, Beyonce Knowles, will join the company's
"Are you a Cardmember?" communications campaign designed to showcase the value
of membership and its array of special benefits and services. Knowles'
national campaign currently features a print advertisement shot by legendary
photographer Annie Leibovitz. The television spot, directed by celebrated
commercial and music video director, Paul Hunter, will launch during the
upcoming premiere season the week of September 24, 2007.
The television spot grants viewers a behind the scenes pass to follow
Knowles' hectic life on tour, a whirlwind schedule taking her from photo shoot
to dance rehearsal to press conference all in a day's work. With cameos by her
parents, Matthew and Tina Knowles, the fast-paced spot captures her real life
struggle to balance between her career and her family. As Knowles finally
unwinds in her hotel room after a day of jet-setting, she manages to squeeze
in some promised shopping for her niece and nephew with just a few quick
clicks of the mouse. She shops online effortlessly with her American Express
Card knowing it affords her peace of mind in an otherwise chaotic day.
With shopping benefits ranging from fraud protection to hassle-free return
programs and extended warranties, American Express allows Knowles to shop with
ease and confidence knowing that she can be protected no matter what she
"I am extremely proud to be part of the American Express family," said
Knowles. "I've been an American Express Cardmember for years now and am still
amazed when I get a call from American Express after a big shopping spree to
confirm that it was in fact me who had made some rather large purchases.
That's the level of service that I have come to expect from American Express
and it makes me feel safer when I am shopping."
"We are thrilled to have Beyonce on board with us," said Diego Scotti,
Vice President of Global Advertising, American Express. "She was wonderful to
work with and generous to let us film the aspects of her life fans so seldom
get to see. Her resounding success in music, fashion and film has made her an
icon, but beyond the fame and glamour our Cardmembers can relate to the
challenge she faces to make time for the things that matter. "
Launched in April this year, the "Are you a Cardmember?" campaign features
extraordinary Cardmembers, telling their stories, while illustrating the
benefits and services of being an American Express Cardmember. The campaign
to date has featured tennis great John McEnroe, professional snowboarder and
skateboarder Shaun White, comedian and television personality Tina Fey and
comedian Larry David.
American Express Company is a leading global payments, network and travel
company founded in 1850. For more information, visit
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SOURCE American Express