Blue Moon Platinum Upgrade DM

Agency Network: 
March 2010
American Express Direct Ad -  Blue Moon Platinum Upgrade DM


American Express wanted to inform their Gold Card customers of a very rare offer. Their prestigious Platinum Card was $450 for a limited time, instead of the usual $900 annual fee. Offers this good only come around once in a blue moon, so we decided to use that as the creative idea. The box including a mock card, was originally due to lodge mid-March but we talked the client into waiting a while so we could mail it to coincide with the actual blue moon at the end of March 2010.

Direct advertisement created by Ogilvy, Australia for American Express, within the category: Finance.


There must be a blue moon tonight.
The Platinum Card. With an introductory offer you’ll rarely see – just $450 for your first year.

Advertising Agency: OgilvyOne, Sydney, Australia
Creative Director: Matt Andrews
Art Director: Brenton Bleechmore
Copywriter: Jon Tompkin
Illustrator: Brenton Bleechmore
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Guest's picture

photography is the best thing here

advert2ad's picture

Ogilvy did much better concepts for American Express.
Good Execution.

Activity Score 237
Other |


Guest's picture

Interesting, I hope there's something in the copy to let them know there ACTUALLY is a blue moon that night. Clever I suppose.

mohanavishwa's picture

Excellent Idea

Activity Score 11
Art Director