Just received an interesting press release from Amex about a new Tiger Woods commerical. I’ll print the release below, but one interesting tidbit: Amex claims the Magna corporate outing is the only Canadian appearance for Woods this year. I guess Bill Paul, tournament director of the RCGA who is reponsible for the Canadian Open, hasn’t heard that yet…. he’s still holding out hope Woods might come to Vancouver.
Here’s the release:
TORONTO (June 27, 2005) Ã¯¿½ A new American Express T.V. commercial featuring golfer Tiger Woods will launch for the first time in Canada tonight. The commercial debuts the same day Tiger is in Toronto to take part in a corporate hospitality event at Magna Golf Club in Aurora, Ontario. The commercial will air tonight on TSN’s televised broadcast of the event. The event is the golfer’s only Canadian appearance this year. Tiger is the latest personality to join a one-of-a-kind line-up of dynamic individuals being featured in the company’s new “My life. My card.” brand advertising campaign. Tiger’s spot was created in collaboration with him and features the tagline “My life is about never settling. My card is American Express.” His spot focuses on his dedication and commitment, showing him on a rare day-off hitting balls on the driving range in the rain. “This campaign is about profiling exceptional people,” says Beth Horowitz, President and CEO Amex Bank of Canada. “Tiger is someone who exemplifies the importance of character, integrity and hard work.” Tiger joins talk show host Ellen DeGeneres, actor Robert De Niro and professional surfer Laird Hamilton to star in the campaign. Each spot unfolds in an intimate narrative format, with each story line reflecting the places, causes, achievements and avocations that are meaningful to each person featured. The campaign communicates the role the American Express Card plays in the lives of the extraordinary people showcased. It also strengthens the appeal of American Express as the ultimate brand for consumers who live life to the fullest. This is the company’s biggest brand campaign to launch in Canada in close to 10 years and is part of Amex’s aggressive push to accelerate the growth of its business in the Canadian marketplace. A notable Canadian individual will be added to the line-up over the next several weeks.