If you pick up this Sunday's print edition of The New York Times and thumb through it, you'll find that it features a couple full-page print ads from American Express that show the brand's support for gay marriage. It's no coincidence that the brand is rolling the ads out on Sunday, June 26, since that's the one year anniversary of the Supreme Court's ruling to legalize same-sex marriage.
The ads commemorating the decision, from Ogilvy & Mather in New York, are part of a larger Pride campaign from American Express. The effort, #ExpressLove, comes from the creative shop as well as the company's employee Pride network, Mindshare, Day One Agency, Alldayeveryday, Paper Magazine and The Infatuation and encourages consumers to share how they, well, express love everyday.
"We really wanted to focus on the everyday moments of love that are expressed by our card members and really highlight those and make those feel special and just as important as one day," said Brad Minor, head of global brand partnerships and experiential for American Express. "We came up with this program, #ExpressLove, and this notion of sharing our card members' stories, our merchants' stories of how they've expressed love over the past year and how they've continued to do so."