American Express is launching a campaign that aims to position its charity credit card Red as a lifestyle accessory as well as a statement.
The ad, which has been created by Mother, stars supermodel Gisele and a Masai warrior. It has the strapline “My Card. My Life.”, which is a twist on “My Life. My Card.”, the strapline used in the advertising for the standard AmEx card. The work breaks next week across newspapers, lifestyle magazines and outdoor.
The Red initiative was launched by U2 frontman Bono to help the fight against Aids, tuberculosis and malaria. The brand has partnerships with Motorola, Gap, Converse and Giorgio Armani. The money raised from the sale of Red-branded products goes to the Global Fund – run by NGOs, the World Health Organisation and several private companies – to support health programmes in Africa.