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American Express: Perfect Present
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Once again this December, American Express UK will launch its Shop Small campaign to encourage people to support small, independent businesses in the run up to the festive season and beyond. At its heart is a 60' film, launching on 1st December. Created by dentsuMB UK, 'Perfect Present' shows how independent local shops are the perfect places to find a gift for that person in your life who is always difficult to buy for. Directed by Smuggler's Bjorn Ruhmann, the uplifting spot is set to a reworking of Erasure's classic 80s pop song, 'A Little Respect'. A man wanders down a London street, searching for a present for his mum. Overwhelmed and spoilt for choice he sings, ‘Oh mother a voucher, would break your heart’. ‘There’s so much choice for you’, chimes another shopper. ‘We hear you calling…go shop small please…You’ll find everything you need’, pipe up shopkeepers and passers-by, as he finally lands on a piece of jewellery that’s perfect for his dachshund loving mum. The campaign also includes OOH executions shot by John Spinks. They show how shopping small is the perfect solution to every Christmas dilemma, whether ‘You’ve left the shopping late, but need to find something great’ or ‘You’ve invited everyone to your place but haven’t got the space’.
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