Dentist cradles mule in UK’s biggest push for American Express

American Express takes the ‘business front, party back’ sentiment to a whole new level in its biggest UK campaign yet.

‘Card is for Business, Points are for Fun’ was designed by creative agency partner DentsuMB UK and features a mute dentist who uses his business card to buy adverts and subscribe to his favorite magazine – Good Gumkeeping.

“In popular culture, a mullet is universally described as two haircuts on one head: business in the front, party in the back,” says Paul Cohen, executive creative director at DentsuMB UK.

“It was the perfect device to bring to life in the minds of business owners that the card is for business and the points you earn are for fun. A product advantage [is] communicated through the hair.

The comedy spot is aimed at small business owners and includes the brand’s first-ever TV advert for UK businesses.

“Last year’s Harder Working Business Card campaign really stood out in the category and was a huge success, so we are back with our biggest ever UK campaign, including our first ever television commercial for the business portfolio,” added Rupert Bedell. , vice president of marketing at American Express.

“We know small business owners want more from their downtime, so hope this humorous campaign strikes a chord and shows how they can get the most out of American Express Business Cards.”

Additional campaign support will come from radio, social media, digital and outdoor advertising (OOH).

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