NEW YORK, NY. (Top40 Charts/ American Express) - 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 encounters.
"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.
