Acclaimed director Martin Scorsese and celebrated photographer Annie Leibovitz were commissioned by American Express to lend their vision to elements of the campaign creative. Scorsese, who directed DeNiro’s television spot, has directed DeNiro in award-winning films, but this is their first foray into the television commercial arena together. Leibovitz photographed each featured person for the print campaign. Shot on location in New York City , Florida , Los Angeles and Hawaii , the concept of each is original to the person it represents, and was refined in collaboration with the featured individual. The campaign unfolds in an intimate narrative format, with each storyline reflecting the places, causes, achievements and avocations that are meaningful to each person. Design touches like handwriting, signatures and snapshots lend a personal feeling to the campaign, in addition to each individual’s customization of the “My life. My card.” tagline for the closing frame of their ad.

“The ‘My life. My card.’ campaign portrays an emotional and practical connection that is based on a commitment American Express makes to every Cardmember,” said John Hayes, American Express Chief Marketing Officer. “By revealing snapshots of the lives of these incredible individuals, we demonstrate our belief that our Cardmembers are exceptional people no matter where they live or what they do.”

The global campaign is launching on the heels of the conclusion of the long legal battle by the U.S. Department of Justice that has finally cleared the way for U.S. banks to issue American Express-branded cards, as banks around the world have for more than seven years. The “My life. My card.” campaign, the first advertising campaign following the opening of the American Express network to banks in the U.S., is also the company’s first ever umbrella campaign to support all issuers of American Express-branded cards. Therefore regardless of issuer, the campaign positions the key attributes of the brand to reflect the Company’s tradition of service and integrity, while redefining membership for today’s affluent, high- spending customers. The campaign features imagery familiar to all American Express Cardmembers - the signature panel and American Express blue box logo found on all Cards – but no visuals of any individual card products.

The television campaign breaks in the United States on November 8, 2004, and shortly after in the United Kingdom, Australia, Japan, Germany, France, Italy, Puerto Rico, Mexico and Canada. The campaign launch includes television ads in all markets, and in the United States also includes print, cinema and out of home. Additionally, enhanced traditional and non-traditional activities are slated for the second phase of the campaign in 2005.

As the campaign evolves, American Express expects to feature more notable individuals in the campaign both in the US and in international markets. They will include individuals from various fields -- some up-and-comers and some household names. American Express will also connect the “My life. My card.” campaign with key sponsorship properties, including the NBA and major tennis championship properties with relevant creative.

On the web at www.mylifemycard.com, the lives of the featured individuals will be showcased from their point of view. Using many never before seen images, photos and video, viewers will be able to journey with each person through an engaging, interactive experience. In addition, Cardmembers can link to special promotions from merchants around the world.

American Express Company is a diversified worldwide travel, network, and financial services provider founded in 1850. It is a leader in charge and credit cards, Travelers Cheques, travel, financial planning, investment products, insurance and international banking.

Contacts:
Judy Tenzer
212.640.0555
Judy.G.Tenzer@aexp.com

Rosa Alfonso
212.640.1712
Rosa.M.Alfonso@aexp.com