So You Think Pepsi Is a Celeb Magnet?
It’s nothing new that celebrities and adverts go together. A famous face is not only a matter of increased sales, but also the image of a brand. If I asked you to name the biggest celeb-magnet, you’d probably say Pepsi. I’m sure you all remember Britney Spears and Spice Girls singing about how amazing Pepsi is (too bad the former one was photographed buying Coca-Cola afterwards!) or David Beckham doing incredible tricks thanks to one sip of the drink. Although these names are big (and by big I do mean BIG), they are also spokespersons for other brands, including Toyota, Candie’s, lollipops, McDonald’s, Tesco, deodorants, crisps, H&M, Sainsbury’s (yes, we’re still talking just about Britney, Spice Girls and Becks!), which decreases their value and credibility as an ad star.
Now what if I told you that there is another brand that in my opinion outdoes even Pepsi in the celeb department? And not just any celeb, but the kind that you wouldn’t necessarily picture in an ad. Does the name Robert De Niro ring a bell? Martin Scorsese? Tine Fey? Wes Anderson? Maybe Kate Winslet? It might be hard to believe, but they all were featured in an American Express ad campaign. It’s not just about big names though, but also the quality of the clips. AmEx stars don’t strut around the set in bikinis or do a semi-complicated dance routine. Instead their commercials are witty, original and some even, dare I say it, profound.
Take a look at a few of these ads:
(this one has even won an Emmy!)
Liked what you saw? Here are some other worth checking out:
- http://www.youtube.com/watch?v=I7m-iAX3POU,
- http://www.youtube.com/watch?v=H1zJk0Mx-n4,
- http://www.youtube.com/watch?v=Skw-rKYsXOY,
- http://www.youtube.com/watch?v=fLB8Rx6FzOE,
- http://www.youtube.com/watch?v=46G4Pnd0LUQ.
So what is so special about American Express? Surely they didn’t do it for free, but assuming that all of these artists are millionaires, they’re not exactly in a desperate need of money. Why AmEx and not a much bigger Visa? Although there is no right or wrong answer, I think it’s safe to say that American Express has the sense of exclusivity. Their products and services aren’t aimed at an average Joe and therefore their ad stars should be equally unique.
Although their most basic cards are pretty common, they owe their image of a prestigious company to Centurion Card, known also as the black card. What’s so special about it?
It’s invitation-only. Yes, it is American Express that chooses who’ll be its proud owner. At the same time they don’t disclose the necessary requirements to become one. However, you can find a rather vague description in their magazine Departures of a typical card holder:
“Super-affluent high net worth individuals on a continual quest for the best and most exclusive. They own companies and frequently travel; they define success. Exceptionally discerning and style-conscious, Centurion readers are global players who gain truly worldwide access to the inaccessible. They do not compromise and expect only the highest level of personal commitment from those around them: individually tailored service, unlimited financial power, exclusive travel benefits, global access and influence. Centurion is more than just a Card: it’s a global community of the highest earners and spenders on the market.”
Costs. To get the card, you’ll have to pay $5,000. Then, there’s the annual fee (depending on the country) – around $2,500. Plus, you need to spend $250,000 a year. Any additional card will also cost you a few thousand dollars.
It’s made of titanium. There are plastic versions available, but who wouldn’t want a credit card made of titanium?
You might be asking yourself “why on earth would anyone pay thousands of dollars for a credit card?”. The answer is simple – benefits. The black card holders have the perks in the form of: a dedicated concierge and travel agent, translator, financial assistant, complimentary companion airline tickets on international flights, personal shoppers at retailers such as Escada, Gucci and Neiman Marcus, access to airport clubs, first-class flight upgrades, membership in Sony’s Cierge personal shopping program and dozens of other elite club memberships. Hotel benefits include one free night when at least one paid night is booked during the same stay in every Mandarin Oriental hotel worldwide once a year, privileges at hotel chains like Ritz-Carlton. Sounds pretty impressive, doesn’t it?
Despite high costs, Centurion Card is a great choice for a businessman, a frequent flyer, someone who travels a lot and spends most of their time in hotels or a company for which spending $250,000 a year isn’t a problem.
As superficial as it may look, having an American Express card (which is the first step to receiving the Centurion Card) marks your social status and financial prowess. No wonder then that they chose Robert De Niro over Enrique Iglesias as their spokesperson.
