As the official card of the Australian Open, American Express has brought back the Pong versus Andy Roddick ad campaign it launched last year.
Developed by Singleton Ogilvy & Mather, for the last three years Roddick’s American Express ads have aimed to embody the fun and drama of the Open.
This year, the “Pong has brought friends” concept is has been integrated with a specially designed multi-player Pong game available on American Express’ www.mylifemycard.com.au website which allows friends to play against each other online.
Pierric Beckert, chief executive, American Express Australia said rather than simply sponsoring the Australian Open, it has brought its eight-year partnership to life through a series of integrated activities that extends beyond the courts at Melbourne Park.
“Our Roddick v Pong TV ads are designed to capture spirit of the Australian Open – fierce competition combined with great characters like Andy who we love working with as he doesn’t mind having a laugh at himself – while also providing new ways to engage with our brand through the specially designed multi-player Pong online game.
“We then extend the engagement even further through our Live Sites at Sydney Opera House and Melbourne’s Federation Square,” Beckert said.
The TV ad will run from January 9 until the end of the tournament on January 28.
Pong was the first coin-operated arcade game and the first mainstream videogame where a ball is hit across the playing field and players try their best past their opponent’s paddle on the other side.
Credits: client American Express, agency Singleton Ogilvy & Mather.
