Project Description:
When American Express approached their 2007 US Open tennis sponsorship, they decided to provide tennis fans with an experience that went above and beyond the usual fare. The Art of the Dispute with John McEnroe combined tennis insight and tongue-in-cheek humor to create a short film that was pure edu-tainment.

This 5-minute video unleashed one of tennis’ most recognizable personalities on Cardmembers and prospects, as he schooled them in the finer aspects of on-court arguments. Of course, what fun would disputing lessons be without the ability to argue with the master himself? Users could rate the short feature for an interactive ending featuring a video reply from McEnroe, where he either agreed with you or gave you the business.

While originally intended to be showcased solely on the American Express Members Court website, the short feature was also available to Members at the Open via portable media devices. So no matter how near or far a tennis fan may have been from the action, they could always access The Art of the Dispute on-demand.

By eschewing typical tennis content for original content delivered in unique fashion, American Express managed to elevate fan access to a whole new level.