NEW AMERICAN EXPRESS SPOT SHOWCASES PERSONAL STORIES SHARED BY WELL-KNOWN CARDMEMBERS ABOUT THE MOMENTS IN THEIR LIVES THAT THEY BECAME CARDMEMBERS
Spot Features Inspirational Stories from Dave Matthews, Gwyneth Paltrow, Brian Grazer and Tina Turner; Underscores Confidence, Empowerment and Freedom that Comes with Membership
NEW YORK, November 26, 2008 -- American Express today announced the launch of its latest television spot showcasing the power, feeling and value of membership as told through a collection of high-profile Cardmember stories. Singer-songwriter and musician Dave Matthews, actress Gwyneth Paltrow, film and television producer Brian Grazer and entertainer Tina Turner share personal stories about transitional moments in their lives and how their relationship with American Express played a meaningful role during those times.
The new spot captures the moments when they first received their American Express® Card: the moment Dave Matthews discovers his inspiration; Gwyneth Paltrow attains her independence; Brian Grazer achieves true confidence; and Tina Turner achieves a sense of personal freedom. The spot, part of American Express' "Are you a Cardmember?®" brand campaign will debut on major broadcast outlets starting on Thanksgiving day, November 27 and can be viewed online at http://www.youtube.com/AmericanExpressCo.
"Many Cardmembers have told us that the date they received their first American Express Card is tied to, and reflects, larger moments in their lives," said Deborah Curtis, vice president of advertising, American Express. "The American Express Card is so much more than a transaction tool; it helps bring confidence, security and financial control."
The new spot continues American Express' long history of featuring well-known Cardmembers in its brand campaigns. American Express asked each of the Cardmembers to describe their feelings when they first received the American Express Card; their responses are as follows:
"It's amazing to have people believe in and inspire you," said Dave Matthews. "The year I got my American Express Card, 1994, was a turning point in my life when unbelievable became believable."
"My mother was my inspiration for greatness, but it was important for me to achieve my own identity," said Gwyneth Paltrow. "The day I put my American Express Card in my wallet was the day I became truly independent."
"As much as you believe in yourself, you need to have somebody believe in you," said Brian Grazer. "I remember feeling that having my American Express Card was like having an ally, validating my hope and confidence."
"I always knew what I wanted in life - security, happiness, comfort - and knew I could achieve it if I just kept working," said Tina Turner. "I knew I'd achieved the success and confidence I'd been looking for the moment I pulled my first American Express Card out of its envelope."
The "Are you a Cardmember?" campaign spotlights Cardmembers' stories that highlight their personal connection to the value of American Express membership. Now, more than ever, American Express is reinforcing that American Express is a brand that has been, and will continue to be about service, trust, and empowerment.
About American Express
American Express Company is a leading global payments and travel company founded in 1850. For more information, visit www.americanexpress.com.
