Amex leverages 2023 US Open return via integrated 'Advantage is Yours' activation

American Express returned as a sponsor of the 2023 US Open tennis championships with a multi-platform sports activation programme. Spearheaded by a 30-second spot called ‘Advantage Is Yours’, the anchor tennis ad follows the journey of a mother and daughter – both passionate fans – exploring the USTA’s flagship annual tournament while unlocking various branded experiences linked to their Amex card.

Driving home a message that ‘The advantage is always yours when you’re with Amex’, the core commercial debuted on 28 August and ran through the tournament.

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The anchor spot was supported by an integrated activation programme which ranged from art murals and on-site offerings, to initiatives with tennis ambassadors Andy Murray and the Bryan Brothers doubles pairing.

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The financial brand’s US Open activation linked to a wider, parallel sports-led marketing push called ‘Sports Are Always In Season When You’re With Amex’.

Indeed, the same mother-daughter pairing starred in an umbrella 30-second commercial (which also debuted on 28 August) and linked two of the brand’s primary sports partnerships – the USTA and the NBA.

Similarly this ad also tells the story of a mother-and-daughter duo bonding through a shared passion for sports and benefitting from Amex membership whilst attending US Open and NBA basketball games together.

Viewers are invited to share the pairs front-row seats and also experience how sports are ‘made even better when you’re with Amex’, while the creative promotes Amex member benefits ranging from exclusive access to event ticket presales, dedicated venue entryways and card member lounges as it drives home a message that ‘Amex can help make sporting events even more epic’.

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The video, which was helmed by Director Nicole Ackerman of Merman Pictures, spearheads a wider campaign spanning select television networks, streaming services, and Amex social channels which sets out to help fans and customers get ready for an exciting season of sports and brand-linked experiences.

“Sports have the power to connect communities around the world. We’re excited to launch these high-energy, contextually relevant ad spots that show a mother and daughter building their connection through a shared love of sports,” said Jessica Ling, Senior Vice President of Global Brand Advertising at American Express. “We hope by watching these stories, viewers will get a taste of the energy and excitement that comes with experiencing sports with Amex.”

This case study originally appeared on Activative: which offers clients creative and strategic intelligence to fuel game-changing sports and sponsorship marketing. www.activative.co.uk