“Art of the Dispute”: American Express ad campaign touts benefits of dispute resolution
A member of a group I’m working with to develop a logo and marketing slogan for court-connected dispute resolution services just sent us all a link to “The Art of the Dispute“, an American Express ad that’s been airing during the U.S. Open.
Starring former tennis professional John McEnroe, remembered not only for his virtuosity on the tennis courts but also for his fearsome temper, the ad lauds the advantages of American Express cardmember dispute resolution services.
You can view either the commercial or a lengthier video clip. It’s a clever ad, regardless of what you may think about either McEnroe or American Express–and no matter what, it doesn’t hurt the mediation field that dispute resolution — with its promise of “less arguing” — gets placed squarely in front of the attention of the television-viewing public.
“You just don’t get it,” the client explains. “I have great claims and I’ve spent over $300,000 in legal fees and two years of my life to get here. Obviously,...By Christopher Nolland