Andy, American Express, And Andy’s Mojo

Every year the US Open comes to New York, and many people come to watch or tune in at home to experience two weeks of great tennis. For Andy-fans, though, it’s all about the commercials. We wait all year to see what American Express, and now Lexus come up with for Andy’s next commercial. You may have already caught the Road to the US Open Lexus Commercials, and shortly you can get a sneak preview of Andy’s AmEx Mojo campaign featuring Andy along with his Mojo or alter-ego who visits jazz clubs, restaurants, and more, showcasing how the American Express(R) Card opens doors to a world of service.

The campaign, which spans broadcast, print, outdoor and online channels, is tagged “Have You Seen Andy’s Mojo?” and includes a broadcast spot that breaks on August 25. A second broadcast spot will launch after the tournament begins.

The web extension, http://www.andysmojo.com will provide an interactive, multimedia portal to the campaign for American Express Cardmembers and fans. Borrowing the campaign’s creative themes, the site will allow visitors to click on Mojo’s various trappings - receipts, restaurant matchbooks, etc. - each item of which will clue the visitor daily into a new stop on Mojo’s New York City tour. For the tennis fans and the Andy-intrigued, the site will contain multiple features, including an interactive map of the USTA National Tennis Center, a NYC restaurant guide, including special offers from participating restaurants, information about American Express’ exclusive Cardmember benefits and more.

In the past, American Express has produced some very clever commercials starring Andy. The first one saw Andy in the department store towel section. He picked up a white towel, sat down in a chair, and draped it over his head for about 10 seconds, “trying it on.” From there, Andy’s TV exposure only grew. In 2003, Andy’s new commercial debuted with Andy carrying his huge trophies and over-sized winner’s checks on a plane, only to constantly be in the way of all the other passengers. For the return flight at the end of that commercial, Andy requested two seats, one for him and one for his trophy. In 2004, they changed the ending. The commercial showed the same large check door-blockage, the same trophy shadow on the movie screen, and the same infamous trophy falling out of the overhead compartment and “ding,” knocking Andy right on his head. The ending, however, showed an empty seat, a pretty girl asking if she could sit there, and her mentioning to Andy that there was some moron in the back with a huge trophy getting in the way.

First towels, then trophies, and now we just have to wait to see what Andy and American Express have planned for us. Check out www.andysmojo.com right now and enter your email address to receive confirmation that Andy “has entered the building” and his new “Mojo” will be up for our excited eyes to see.

Stay tuned for more Andy news throughout his US Open adventures.