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American Express UK, May 25, 2021


Amex Promos Deliveroo Tie-Up Telling Gold Card Members to Do What They Want in Life

The campaign was delivered by Dentsu McGarryBowen

Mother and daughter share a holiday
American Express wants people to live their lives while benefitting through its gold card DentsuMcGarryBowen

By Stephen Lepitak, Adweek, JUNE 2, 2021

Credit card brand American Express wants to showcase to U.K. customers the benefits of living life using its Gold card while also promoting its partnership with delivery service Deliveroo.

Created by Dentsu McGarryBowen (DenstuMD), the “What Do You Want” campaign to promote the Preferred Rewards Gold Card shows how using it can benefit people who live their lives in the moment.

Launched on May 28 and directed by Somesuch director Aneil Karia, the film features a young woman talking about all the things she wants in life while experiencing various activities like buying coffee, hanging out with friends, learning a new language and going on holiday, all while earning rewards through her gold card.

The one-minute film includes the brand platform “American Express: Don’t live life without it” and supports its new offer of up to 10 pounds off per month with Deliveroo.

“Our exciting new benefit partnership with Deliveroo means we continue to back our Cardmembers with meaningful, flexible rewards,” Dave Edwards, director of U.K. product and partnership acquisition for American Express, said in a statement. “With an American Express Gold Card you can also earn points on pretty much anything you buy, so being rewarded for just being yourself is a message we wanted to celebrate.”

With media planning and buying by Universal McCann, the campaign will run across TV and online, as well as through outdoor cinema events in partnerships with The Luna Cinema. Further out of home activity will promote everyday purchases such as buying a morning coffee.


Project name: American Express Preferred Rewards Gold Credit Card ‘What do you want?’

Agency: DentsuMB

Executive Creative Director: Paul Cohen

Associate Creative Directors: Sarah Watson, Nick O’Brien and Laura McGovern

Chief Strategy Officer: Sophie Lewis

Managing Partner: Aarti Kulkarni

Business Director: Zara Gregory

Account Director: Chris Doggett

Agency Producer (Film): Pamie Wikstrom

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