American Express announced the addition of storied Duke University Basketball coach Mike Krzyzewski (a.k.a. Coach K) to its roster of celebrities starring in the Company’s global card brand campaign, “My life. My card^SM .” The first phase of the campaign launched in November 2004 featuring extraordinary individuals including actor Robert DeNiro, comedian and television show host Ellen DeGeneres* and professional surfer* Laird Hamilton.
The campaign unfolds in an intimate narrative format, with each storyline reflecting the places, causes, achievements and avocations that are meaningful to each person. Coach K’s spot depicts his daily routine at Duke- walking down trophy-lined hallways past the retired uniforms of famous Duke athletes and onto the empty court at Duke’s historic Cameron Indoor Stadium. His voice-over throughout suggests that he tries to lead a life that’s worthy of winning and believes the ‘game’ does not end with the buzzer – that excellence is a journey that you should follow your whole life.
“‘The ‘My life. My card.’ campaign profiles exceptional people and we believe that Coach K, whose leadership on and off the court has inspired so many, makes a compelling addition to the roster of incredible talent that has partnered with American Express for this effort,” said John Hayes, American Express Chief Marketing Officer. “Whether they are basketball fans or not, Coach K’s integrity and spirit has attracted the admiration of millions of people and we hope that through the campaign Coach K’s leadership philosophy will touch many more people.”
Coach K spoke about his relationship to American Express by saying, “When approached by American Express to participate in the campaign, I jumped at the chance, as I have always trusted and believed in the Company as a long-time Cardmember. I have really enjoyed this entire process and look forward to building with them well into the future.”
Under the leadership of “Coach K”, the Duke program has become one of the most successful college basketball programs of all time. In his 25 years at Duke, Krzyzewski, a 12-time National Coach of the Year, has built a dynasty that few programs in the history of the game can match.
The “My life. My card.” campaign is the company’s first ever umbrella campaign to support all issuers of American Express-branded cards. Therefore regardless of issuer, the campaign positions the key attributes of the brand to reflect the Company’s tradition of service and integrity, while redefining membership for today’s affluent, high- spending customers. The campaign features imagery familiar to all American Express Cardmembers – the signature panel and American Express blue box logo found on all Cards – but no visuals of any individual card products.
Coach K’s spot breaks on television in the United States on Sunday, March 6 during the Duke University vs. University of North Carolina college basketball game with print ads in targeted publications to follow.
Coach K’s dedicated American Express web site will launch at .com_ on March 4^th and will bring to life how Coach K’s drive and inspiration affect people personally far beyond basketball. The site will include moving video montages that Coach K fans or anyone looking for some serious inspiration can view. The video vignettes contain inspiring footage of Coach K, Bobby Hurley, NBA star Grant Hill, Debbie Krzyzewski Savarino (Coach K’s daughter) and Pasha Majdi (Duke’s class president and head of the “Cameron Crazies.”) Visitors to the site will be able to take pieces of Coach K’s wisdom with them by printing numerous “Coach K-isms.”
As the campaign evolves, American Express expects to feature other notable individuals both in the US and in international markets. They will include individuals from various fields — some up-and-comers and some household names. American Express will also continue to connect the “My life. My card.” campaign with key sponsorship properties.
American Express Company is a diversified worldwide travel, network, and financial services provider founded in 1850. It is a leader in charge and credit cards, Travelers Cheques, travel, financial planning, investment products, insurance and international banking. For more information, visit .