Via Adweek, American Express will launch a new traditionally-led campaign with the following tagline, "Are you a cardmember?" It follows the "My Life. My card" which began in Fall of 2004.
Now for starters, I'm surprised MLMC is that "old" - to me it seems familiar enough, and yet still ever fresh and relevant.
Which is exactly why I am left scratching my head going WHY OH WHY O-GILVY would you tamper with a winning formula? Why the need to have to break something that is allegedly fixed?
"Are you a cardmember?" is generic, bland and non-descript. It takes the focus away from the customer (from "my" to "you") and could be any card's tagline. MLMC was all about understated accomplishment. Now, pride is replaced with a snotty, exclusive arrogance. The aspirational quotient is gone. This has (desperate) acquisition written all over it.
If MLMC had a lifespan of 2 1/2 years, I give this 1 year tops.
Not thrilled about being a "cardmember" myself right now.
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