Every Academy Award nominee who walks the red carpet Sunday night will have had plenty of career successes and failures behind them. After all, you don’t make it to the top without a lot of hard work along the way.
As millions of people across the globe watch the 2015 Academy Awards being presented, American Express will be celebrating the idea of working hard to gain success in its new ad campaign, “The Journey Never Stops.”
Four spots will debut on-air on Oscars Sunday, each telling the story of a different star’s journey and the bumps he or she encountered along the way.[more]
Musical legend Aretha Franklin, comic actress Mindy Kaling, chef and restaurant owner Natalie Young, and GoPro founder Nick Woodman will each have their own spots highlighting the journey they’ve taken on the road to success.
The ads, of course, note how long each one has been an American Express cardholder.
“People think we’re just a brand of when you quote, unquote ‘arrive,’” Marie Devlin, SVP of global advertising for American Express, told the Wall Street Journal. “We very much want to be with people along their journey through life. It’s not about a final destination.”
Ads during the Oscars are valuable to marketers since live sports and events are about the only times consumers watch television without skipping the ads.
Brands are shelling out as much as $2 million for a 30-second spot on ABC’s Oscars telecast Sunday night. That may be a lot of money, but it’s less than half of the $4.5 million NBC charged for the same amount of time during the Super Bowl.
Devlin told the Journal that the Oscars have the “high-quality viewership” American Express is seeking. Last year, more than 43 million people watched the awards.
American Express has run ads during the Academy Awards since 1993. According to Kantar Media, the company spent $28.8 million on Oscar advertising in the past five years. That puts it in the fifth spot on the list of Oscar advertisers in that time period.
In a further element to the brand’s Academy Awards 2015 #JourneyNeverStops campaign, AmEx will donate one dollar per retweet in support of Nelson George’s documentary about ballerina Misty Copeland:
When best-selling author Nelson George (“Hip Hop America”) met failure, he questioned the choice to become an indie filmmaker. Find out why he never stopped on his journey and see how we’re supporting his documentary on ballet soloist Misty Copeland.
— American Express (@AmericanExpress) February 22, 2015
— Nelson George (@nelsongeorge) February 22, 2015
— Misty Copeland (@mistyonpointe) February 22, 2015