Indiantelevision.com Team

(4 June 2007 3:30 pm)

MUMBAI: American Express in the US has united some of its high-profile card members for the next iteration of the Are you a card member? campaign to highlight the company's unique online initiative called The Members Project.

The Members Project enables American Express Cardmembers to come together as a community to submit project ideas for making a positive impact in the world, rate and discuss their ideas and ultimately vote and choose one idea that American Express will help bring to life with up to $5 million.

The new spot brings together tennis great Andre Agassi, singer/songwriter Sheryl Crow, comedian and talk show host Ellen DeGeneres, singer Alicia Keys, and professional snowboarder and skateboarder Shaun White as they share their ideas on how to make a positive impact in the world.

The spot is directed by Oscar winning filmmaker Martin Scorsese The Departed who also comes from behind the camera for a cameo appearance.

American Express chief marketing officer John Hayes says, "Since its launch in May, The Members Project has grown organically through word-of-mouth and has taken its shape from the Cardmembers who have already contributed more than 2,000 project ideas to make a positive impact in the world.

"We now move into the next phase of The Members Project and have united some high- profile Cardmembers for a national campaign to really maximise the impact. The commercial, called affectionately 'the alumni pot' because so many of the talent featured have appeared in American Express campaigns before, will encourage Cardmembers to join The Members Project whether to submit a project idea or support bringing the winning idea to life."

Speaking on the occasion, Big 92.7 FM Chennai Station Manager, Zarine Menon said, "We have received tremendous support from the city of Chennai and what better way than to thank them by getting them to win gold. The contest format ensures that maximum number of our listeners benefit from it. The Thanga Kondattam is not just about fun and games for the callers, but also an innovative method to ensure frequency recall in addition to great content and listener involvement".

The Members Project television spot will use the line "You don't have to be famous to make a difference -- just a card member" and, in addition to high-profile card members, will feature "Tim from the office next door" to demonstrate that all Cardmembers are part of a community that together can make a big impact.