AMERICAN EXPRESS
GUNGA GALUNGA…
GUNGA, GUNGA-GALUNGA
In 2004 Tiger Woods was on top of the world promoting everything, everywhere. But advertisers primarily used him as a prop, and he was pretty stiff. We set out to change that with American Express’s broadcast sponsorship of the Academy Awards. We combined the world’s greatest golfer with the world’s greatest golf movie (and Tiger’s favorite movie of all time.) This got Tiger out of his shell with memorable results.
While a :60 version of the spot ran on TV, the full 2:00 film ran in movie theaters and included accompanying posters.
