Here's the new spot directed by Martin Scorsese for the American Express Members Project, a new campaign which promises to fund one member-generated idea of up to $5 million.
I think it is a pretty good idea, given all the other social media/consumer generated crap out there. Compared to the abysmal flop of Wal-Mart's Hub and the Tahoe Apprentice, for example, you have to be an AmEx cardholder to participate in the Members Project.
That's an excellent way to control things without being overbearing.
People will be less likely to submit content that "crosses the line" as they must self-identify prior to contributing. This is very different to the Chevy Apprentice campaign, where activists were able to hijack the concept without much effort and while remaining anonymous. (For more on the Chevy Apprentice, visit Ben and Jackie's blog.)
Plus, The Members Project will give away cash for a good cause, and that's an excellent incentive for people to participate rather than pommel the project. Oh, the alliteration ...
Here's the article by Fern Siegel over on the Media Post.
I'd like to ask readers of this blog - in what year exactly did Scorcese sell out? # posted by kenobi : 10:37 AM, June 05, 2007
LOL.
Now that he's (finally, at long last) won his Oscar, he can do whatever the hell he wants - including taking cash from AmEx. I'm sure this was not pro-bono.
Personally, I like it when good directors make ads. For example, I'd much prefer a Michel Gondry ad for HP than by some nobody. There's a long history of this in the business, and I guess it is up to you if you consider this selling out.
So, the answer is: 2006, if at all. # posted by George Nimeh : 12:21 PM, June 05, 2007
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