American Express launched a new brand advertising campaign this weekend which introduces the new company anchor line, “Make Life Rewarding.” The new campaign includes the creation of an original song written as an “anthem” for the two first television spots and performed by recording artist Alana Davis. It also includes a print campaign that reunites American Express with photographer Annie Leibovitz who shot the “Portraits” campaign for the company in the 1980s. The campaign is a mix of 60- and 30-second TV commercials and both single and two-page print spreads. The print campaign, “Rewarding Lives,” will debut in early April in major national magazines. The campaign will feature pairs or groups of individuals whose relationship to one another fosters great success and inspiration. The television spots center on AmEx’s relationships with customers/clients and the company’s role in everyday life. The TV campaign will begin with a series of nine spots. The new AmEx campaign was created by Ogilvy & Mather with Gordon Bowen.
[CLICK HERE TO VIEW AMERICAN EXPRESS COMMERCIAL #1 (REAL PLAYER REQUIRED)]
[CLICK HERE TO VIEW AMERICAN EXPRESS COMMERCIAL #2 (REAL PLAYER REQUIRED)]