Mavs Part of American Express Commercial
NEW YORK, March 31, 2003 - American Express, a longstanding partner of the NBA and WNBA, today announced a series of five television advertisements featuring NBA and WNBA players and coaches. Marking the first time American Express has used NBA and WNBA players in national television advertising to highlight its sponsorship, the new campaign highlights the unique attributes of the NBA and WNBA, including the leagues' diversity,
passion, dedication, and fun, and creatively pairs them with American Express. The ads will break today and run throughout the NBA Playoffs, NBA
Finals and the WNBA season.
The new spots build on "The Official Card" campaign American Express launched last summer during the US Open Tennis Championships. The umbrella campaign for sponsorships leverages the Official Card status American Express holds with a number of premiere sports and entertainment properties.
"The roll out of the 'Official Card' campaign allows us to engage our Cardmembers in a number of premiere events by showing the unexpected sides of great achievers," said Richard Quigley, senior vice president of Global Advertising for American Express. "The NBA and WNBA ads showcase the fun of the game, the international appeal of the sport and the way athletes do common things in uncommon ways, just like our Cardmembers. The NBA and WNBA players and coaches were fantastic to work with and the ads really showcase their unique appeal."
"Our partnership with American Express is bound by a shared vision of providing fans and cardmembers with special service and unique experiences," said Heidi Ueberroth, NBA Entertainment Executive Vice President. "These fun and entertaining ads featuring NBA and WNBA players and coaches creatively showcase this common goal."
The Ads:
"Global Village" -- tagline "The Official Card of the Global Village": spotlights the international appeal of basketball with a humorous look at the diverse origin of four Dallas Mavericks players. In the spot, Coach Don Nelson reveals one of his winning secrets -- learning how to communicate with team members on the court in a variety of languages: in French to Tariq Abdul-Wahad, from France; in German to Dirk Nowitzki, from Germany; in Spanish to Eduardo Najera, from Mexico; and with the Canadian phrase "Ya, hoser" to Steve Nash, from British Columbia, Canada.
"Kids"-- tagline "The Official Card of Raising Kids": focuses on the fun of the game with a number of younger NBA players acting like kids while Chicago Bulls coach Bill Cartwright tries to round them up for practice. Rookies Jay Williams and Lonny Baxter and second-year players Eddy Curry and Tyson Chandler play marco polo in a swimming pool, whine "Are we there yet?" in the team bus, hold hands when crossing the street like school children and play "whack-a-mole" at a pizza place.
"Deli"-- tagline "The Official Card of Passion": showcases the special energy that WNBA players bring to the game and everyday life. Sue Bird, of the Seattle Storm, reacts when her jersey number is called signaling her turn at a deli counter. She rips off her warm-ups, jogs up the aisle; and chest bumps a customer before stopping at the counter to make her purchase.
"Good Karma"-- tagline "The Official Card of Good Karma": celebrates the good karma that has followed spiritual coach Phil Jackson from Chicago to Los Angeles to the convenience store. Like in basketball, his trip to a convenience store turns out to be beneficial when he wins a prize from a soda cap and buys a winning lottery ticket.
"Voodoo"-- tagline: "The Official Card of Home Court Advantage": proves that, like American Express Cardmembers, basketball players can be resourceful as they adapt to their new environment in New Orleans and plan their winning strategy. In the spot, Jamal Mashburn of the New Orleans Hornets visits a witch doctor for some pre-game assistance.
"The Official Card" campaign was directed by Ringan Ledwidge and was created by Ogilvy & Mather. The commercials are all 30-second spots.
American Express Commitment to Sponsorships:
American Express has been a partner of the NBA since 1995 and a WNBA partner since its inception in 1997 and is the Official Credit Card of both leagues. American Express has included a number of notable NBA players, coaches and legends in promotional campaigns in the past.
"We have a history of linking with premiere properties to create unique Cardmember experiences that further intensify our Cardmember's connection to the events as well as our brand," said Quigley.
In addition to supporting sponsored properties with advertising, American Express looks for ways to enhance the Cardmember experience with on-site servicing, Cardmember events and special offers including early on-sale for event tickets.
American Express Company is a diversified worldwide travel, financial and network services company founded in 1850. It is a world leader in charge and credit cards, Travelers Cheques, travel, financial planning, business services, insurance and international banking.
The new spots build on "The Official Card" campaign American Express launched last summer during the US Open Tennis Championships. The umbrella campaign for sponsorships leverages the Official Card status American Express holds with a number of premiere sports and entertainment properties.
"The roll out of the 'Official Card' campaign allows us to engage our Cardmembers in a number of premiere events by showing the unexpected sides of great achievers," said Richard Quigley, senior vice president of Global Advertising for American Express. "The NBA and WNBA ads showcase the fun of the game, the international appeal of the sport and the way athletes do common things in uncommon ways, just like our Cardmembers. The NBA and WNBA players and coaches were fantastic to work with and the ads really showcase their unique appeal."
"Our partnership with American Express is bound by a shared vision of providing fans and cardmembers with special service and unique experiences," said Heidi Ueberroth, NBA Entertainment Executive Vice President. "These fun and entertaining ads featuring NBA and WNBA players and coaches creatively showcase this common goal."
The Ads:
"Global Village" -- tagline "The Official Card of the Global Village": spotlights the international appeal of basketball with a humorous look at the diverse origin of four Dallas Mavericks players. In the spot, Coach Don Nelson reveals one of his winning secrets -- learning how to communicate with team members on the court in a variety of languages: in French to Tariq Abdul-Wahad, from France; in German to Dirk Nowitzki, from Germany; in Spanish to Eduardo Najera, from Mexico; and with the Canadian phrase "Ya, hoser" to Steve Nash, from British Columbia, Canada.
"Kids"-- tagline "The Official Card of Raising Kids": focuses on the fun of the game with a number of younger NBA players acting like kids while Chicago Bulls coach Bill Cartwright tries to round them up for practice. Rookies Jay Williams and Lonny Baxter and second-year players Eddy Curry and Tyson Chandler play marco polo in a swimming pool, whine "Are we there yet?" in the team bus, hold hands when crossing the street like school children and play "whack-a-mole" at a pizza place.
"Deli"-- tagline "The Official Card of Passion": showcases the special energy that WNBA players bring to the game and everyday life. Sue Bird, of the Seattle Storm, reacts when her jersey number is called signaling her turn at a deli counter. She rips off her warm-ups, jogs up the aisle; and chest bumps a customer before stopping at the counter to make her purchase.
"Good Karma"-- tagline "The Official Card of Good Karma": celebrates the good karma that has followed spiritual coach Phil Jackson from Chicago to Los Angeles to the convenience store. Like in basketball, his trip to a convenience store turns out to be beneficial when he wins a prize from a soda cap and buys a winning lottery ticket.
"Voodoo"-- tagline: "The Official Card of Home Court Advantage": proves that, like American Express Cardmembers, basketball players can be resourceful as they adapt to their new environment in New Orleans and plan their winning strategy. In the spot, Jamal Mashburn of the New Orleans Hornets visits a witch doctor for some pre-game assistance.
"The Official Card" campaign was directed by Ringan Ledwidge and was created by Ogilvy & Mather. The commercials are all 30-second spots.
American Express Commitment to Sponsorships:
American Express has been a partner of the NBA since 1995 and a WNBA partner since its inception in 1997 and is the Official Credit Card of both leagues. American Express has included a number of notable NBA players, coaches and legends in promotional campaigns in the past.
"We have a history of linking with premiere properties to create unique Cardmember experiences that further intensify our Cardmember's connection to the events as well as our brand," said Quigley.
In addition to supporting sponsored properties with advertising, American Express looks for ways to enhance the Cardmember experience with on-site servicing, Cardmember events and special offers including early on-sale for event tickets.
American Express Company is a diversified worldwide travel, financial and network services company founded in 1850. It is a world leader in charge and credit cards, Travelers Cheques, travel, financial planning, business services, insurance and international banking.
 Nellie and four international players, Nash, Nowitzki, Najera and Abdul-Wahad, all took part in the American Express Commercial.
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