Who: American Express Canada with Notch for video creation, North Strategic for PR, social and influencer, and UM for media.

What: A digital advertising campaign featuring the Toronto Blue Jays’ young superstar Vladimir Guerrero Jr. as the new face of the credit card brand in Canada. The creative is part of the “Powerful Backing: Don’t do business / Don’t live life without it” platform launched last year.

When & Where: The first video was posted Friday, with other videos rolling out until December 2020 across Instagram, Facebook, Twitter and YouTube. There will also be an influencer push.

Why: Guerrero is one of the most highly touted young players to join the Blue Jays in years. Baseball experts across North America have called him a can’t-miss prospect, all but guaranteed to reach elite level status in the game for years to come. Amex says the “Powerful Backing” platform is about celebrating how “life and business are increasingly interconnected” and how American Express can help. “People are living rich, vibrant and layered lives and appreciate when someone has their back as they navigate this blended lifestyle,” said Elizabeth Rutledge, CMO, American Express when the platform was launched last April. Content will show Guerrero getting the most out of both his personal and professional life, thanks to American Express.

How:  The launch video for the campaign, called “We’ve got your back,” shows a number of Canadians speaking Spanish to welcome Guerrero back to Canada—Guerrero was born in Montreal while his father played for the Montreal Expos, but grew up in the Dominican Republic and speaks little English. In upcoming videos, the young star will speak some English to share details and experiences—including trying Canadian food and explaining Dominican baseball slang. Aside from the Guerrero content, American Express is working with influencers who will share their own experiences with American Express’s travel, dining, and entertainment access benefits.

Quote: “Vlad is the perfect choice for this content series. His recent return to Canada was backed so fully by the fans, it’s easy for him to draw parallels into what having support can do to help lift a person up.” —David Barnes, vice-president of advertising and communications, American Express Canada.