To celebrate Pride Month in the US and the year anniversary of the Supreme Court’s ruling to legalize same-sex marriage, American Express are going all out to show their support for the LGBT community.
This weekend the credit card company will launch full-page ads in the New York Times featuring couples that were married last year following the Supreme Court Ruling.
The ads commemorating the decision, from Ogilvy & Mather in New York, are part of a larger Pride campaign from American Express.
This is the fifth annual Pride campaign to celebrate LGBTQ Card Members, merchants, employees and local communities.
The 11-market program features multiple campaigns including a social media call-to-action to #ExpressLove, local merchant recognition events, a presence in local Pride celebrations, support for local LGBT nonprofit organizations, national advertisements and more.
“We really wanted to focus on the everyday moments of love that are expressed by our card members and really highlight those and make those feel special and just as important as one day,” said Brad Minor, head of global brand partnerships and experiential for American Express.
“We came up with this program, #ExpressLove, and this notion of sharing our card members’ stories, our merchants’ stories of how they’ve expressed love over the past year and how they’ve continued to do so.”
The couples featured in the print work are real American Express card members that submitted to a casting call, according to Minor.
The photos featured are also real photos that the couples’ already had and submitted to appear in the work.
“We didn’t go out and create new photos for them because we really wanted to make sure it captured who they are and who they were this past year,” said Minor.
The print work is the “first time we’ve done a big ad related to our work supporting the LGBT community,” said Minor.
“It’s a bit of a clever play with the first wedding anniversary. Traditionally that gift is paper so we wanted to do a New York Times hard copy print issue and do multiple ads there as well as with Paper Magazine.”
Minor added: “The campaign is authentic to who we are but it’s also a big statement for us to do an ad in the New York Times on this anniversary date … What’s so great about the campaign and the ad itself, [is that] it takes that notion of membership that we’re known for and really turns it into community and inclusion and that you’re part of something bigger and special.”
They have also coloured their logo rainbow as part of the celebrations.
— American Express (@AmericanExpress) June 21, 2016
Last Updated on Jun 22, 2016