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American Express Unveils Its First Major Brand Campaign in Three Years

These video spots showcase Card Member benefits like 24/7 personal assistance.


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American Express released its latest brand campaign this week—their first campaign of this size since 2018. The campaign highlights, among other American Express Card Member benefits, the 24/7 personal assistance and Amex’s Plan It payment feature. Specifically, the campaign highlights these features in 15-second spots across multiple media platforms—from TV spots to online and podcast promotions.

The commercials are light, pithy, and fun, specifically showcasing how American Express helps their Card Members through day-to-day life. Whether highlighting 24-hour fraud protection or the opportunity to Buy Now Pay Later, the spots further promote Amex’s Don’t Live Life Without It brand ethos.

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The new campaign, which will run in the U.S., U.K., and Japan really takes into account how consumers' lives have evolved over the last 14 months. Amex has been treating their consumers as Card Members since the late ‘50s—they’re actually one of the first brands to pioneer the membership model, setting a trend both in the finance world and globally. And with more than 2 million Amex Card Members who have been Members for 25 years or more, American Express has learned to shift according to their Members needs, even and especially during a pandemic. This new campaign shows how Amex can care for Members needs today and in the future.

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One of the most creative elements of the campaign is the interactive nature of the videos. Card Members watching the ads will be able to pause video spots with a QR code. Members can then scan the QR code, which will take them directly to the landing page of the specific product or feature being advertised. It’s a way to educate American Express Card Members to ensure they get the most value out of their Member benefits.

The first pieces of the campaign (there are six to seven spots total) launch this week.


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