Brazilian supermodel Gisele Bundchen will be the face of the American Express Red credit card, which is designed to help the fight against Aids in Africa.
Launched earlier this year, American Express Red was the first product to join Bono and Bobby Shriver’s Red initiative. For every pound spent on the card, the company will contribute a minimum of 1pc to the Global Fund, the Aids charity.
The campaign will kick off in a number of landmark outdoor sites across London with advertisements in glossy magazines. It will feature the strapline “My Card. My Life”, a twist on the company’s current brand campaign “My Life. My Card”.