Amex Canada said today that Mike Lazaridis – the highly respected Canadian behind the worldwide BlackBerry phenomenon – has joined its one-of-a-kind line-up of fascinating individuals being featured in the company’s new global advertising campaign. Mr. Lazaridis joins actor Robert De Niro, television host Ellen DeGeneres and professional surfer Laird Hamilton to star in the campaign.
Featuring the tagline “My life. My card.” this is the company’s biggest brand campaign to launch in Canada in close to 10 years as part of its aggressive push to accelerate the growth of its business in the Canadian marketplace. Given the widespread popularity of BlackBerry, Amex says it also plans to run the Lazaridis ads in the U.S. and potentially in other markets.
The campaign communicates the role the American Express Card plays in the lives of the extraordinary people showcased in the line-up. It also strengthens the appeal of American Express as the ultimate brand for consumers who live life to the fullest. Mr. Lazaridis was chosen in part because of his phenomenal business and technology success, but also because he has used his success to pursue philanthropic and educational interests in his community.