Payments Made for Moms

A new ad from American Express premiered Sunday night, featuring the issuer’s new spokeswoman: Tina Fey. Seems a good fit for a card designed for the multi-tasker, given her personal life as an actress, author and comedy writer, not to mention she’s also a mother.

The minute-long ad shows a Fey on the go, bouncing from store to store in her typical affable style. Along the way she swipes with Amex’s new no-annual-fee Everyday Credit Card, the company’s latest product geared toward consumers who love racking up rewards. The card also comes with a smart chip and a  zero percent introductory rate on purchases and balance transfers for the first 15 months.

The Everyday Credit Card, which launches April 2, lets users pay and earn points on a variety of purchases. Cardholders who rack up at least 20 charges in a given month will receive a Membership Rewards-points boost of 20 percent for the points accrued from those purchases, the company announced in March 3.
04 March 2014

“Our goal is to be a more inclusive and welcoming brand by building new products for different lifestyles and spending needs, backed by the service and quality that has made American Express so successful,” Josh Silverman, AmEx’s president for consumer products and services, said in a statement.

The average American uses his or her credit or debit card twice a day, and shops most within 20 minutes of their home, added Silverman. “So we designed a card that doesn’t require you to change your daily ritual – but rewards you for where you already shop,” he said.

According to Ad Age, Fey was chosen to help the company reach out to a wider consumer audience, particularly those who are drawn to Fey’s unique sense of style and humor. Andrew Katz, AmEx’s vice president of advertising, said in a statement that the issuer wants to be viewed as a relatable brand that isn’t reserved for affluent spenders.

“We want to banish the notion that American Express is not affordable,” Katz remarked. “We, as a brand, are much more approachable than people think and have a tremendous range of products.”

Want to see Fey’s spending power in action (and probably laugh a few times along the way)? View the original ad recording by clicking here.