Actress, singer and fashion designer, Beyonce Knowles, will join American Express's "Are you a Cardmember?"communications campaign designed to showcase the value of membership and its array of special benefits and services.
Knowles’ national campaign currently features a print advertisement shot by legendary photographer Annie Leibovitz. The television spot, directed by celebrated commercial and music video director, Paul Hunter, will launch during the upcoming premiere season the week of September 24, 2007.
The television spot grants viewers a behind the scenes pass to follow Knowles’ hectic life on tour, a whirlwind schedule taking her from photo shoot to dance rehearsal to press conference all in a day’s work. With cameos by her parents, Matthew and Tina Knowles, the fast-paced spot captures her real life struggle to balance between her career and her family. As Knowles finally unwinds in her hotel room after a day of jet-setting, she manages to squeeze in some promised shopping for her niece and nephew with just a few quick clicks of the mouse. She shops online effortlessly with her American Express Card knowing it affords her peace of mind in an otherwise chaotic day.
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