• by Laurie Sullivan  @lauriesullivan, November 10, 2023

American Express has launched a campaign showcasing enhanced benefits of the card for the small-business market, including the ability to earn four times the membership rewards in top business spending categories and new statement credits for everyday essentials to help business owners run their businesses.

The :30s spot, “Get Going with Gold,” supports a new creative campaign around the recently refreshed U.S. Business Gold Card.

“Get Going with Gold” is an optimistic look into the daily life of different small business owners and how the Business Gold Card supports them. It launched last weekend during the "Sunday Night Football" game featuring the Cincinnati Bengals and Buffalo Bills, and will run on streaming services Roku, Peacock and Hulu.

American Express also will air an additional :30s spot titled “Gomez Goes Gold,” which follows one small business owner using their Business Gold Card.

Get Going with Gold” and “Gomez Goes Gold” also debuted on digital display, social media, audio, digital-out-of-home.

Dentsu Creative is the agency behind the “Get Going with Gold” Campaign, along with production company Caviar LA. The campaign will run through the beginning of 2024.

American Express reported Q3 2023 earnings in late October, saying that U.S. small business spending increased slightly compared to a year ago.

Millennial and Gen Z consumers continue to be the fastest-growing portion of its cardmember customers, with spending from this demographic in the U.S. up 18% year over year. They accounted for more than 60% of all new consumer account acquisitions globally in the quarter.

As part of the campaign, American Express earlier this month also hosted Raise the Bar with Business Gold, an immersive pop-up experience in New York City.