The animated ad, entitled "Blue Dot" and created by Amex's agency of record, Ogilvy & Mather, is part of the acclaimed "Realise The Potential" campaign, which launched in October 2009.
The campaign is based on a core belief that the world would be a better place if more of the untapped potential in it was set free. It marks a significant and striking departure from previous campaigns for the brand (and for the financial industry in general) in both its ideal and its bold look and feel.
The campaign aims to get consumers to re-appraise the brand by helping them realise the untapped potential in themselves, the world around them and in the card. .
The latest ad carries on this idea, and in a mere 30 seconds neatly outlines the American Express brand philosophy: inspirational as well as aspirational, likeable yet offering superior service - the perfect card for those who want to lead a richer life.
As with all "RTP" advertising, this latest ad uses bold, colourful graphics created by O&M creatives Dennis Lewis and Andy Bird, and does not feature cardholders. Previous spots in the campaign have focused on specific benefits and product services offered by American Express, while this is the first pure "Brand Belief" TVC to be aired.
The ad will air nationally until the end of the year. Media planning and buying for the campaign is by Mindshare.
The campaign runs in five markets: the UK, Mexico, Canada, Australia and Argentina.