USA   |   UK   |   Australia   |   Canada
ADVERTISEMENT

Amex updates ad campaign

By

American Express has decided to swap its "My life. My card." charge card advertising campaign for one that poses the question, "Are you a card member?"

Compare Low Interest Credit CardsThe old theme had appeared in AmEx ads since November 2004.  AmEx's new campaign, which begins April 9, 2007, will be the focal point of a multimedia campaign with a budget estimated at between $400 million and $500 million. 

With the latest series of advertisements, American Express is aiming to persuade consumers that there are benefits to carrying its green, gold, platinum and other-hued charge cards, even if membership involves fees that may not be charged by credit cards from rivals such as Capital One, Discover, MasterCard and Visa.

American Express does not usually alter its advertising campaigns so frequently.  Based on a chronology AmEx provided to The New York Times, "Do you know me?" was featured from 1974 to 1987; "Membership has its privileges" was used from 1987 to 1996; with a short hiatus; and "Do more" ran from 1996 to 2004.

In the first television spot using the new tag line, snowboarder Shaun White is shown going online repeatedly to book airline flights at the last minute, using the points he earned using his American Express card.  Mr. White will also appear on the AmEx website.

The "My life" campaign featured celebrities including Robert De Niro and Ellen DeGeneres discussing their life philosophies.

According to American Express, the company decided to go into greater detail about what card membership provides with its "Are you a card member?" campaign.  AmEx said that the change from the "My life. My card." ads is that the stories told by celebrities featured in the ads will be more connected to the card products in an authentic way.

AmEx explained that it wants to now include more potential cardholders, taking "My life. My card." to a wider audience.

Published: May 10, 2007



Join the discussion

We encourage an active and insightful conversation among our users. Please help us keep our community civil and respectful. For your safety, do not disclose confidential or personal information such as bank account numbers or social security numbers. Anything you post may be disclosed, published, transmitted or reused.

If you are commenting using a Facebook account, your profile information may be displayed with your comment depending on your privacy settings. By leaving the 'Post to Facebook' box selected, your comment will be published to your Facebook profile in addition to the space below.

The editorial content on CreditCards.com is not sponsored by any bank or credit card issuer. The journalists in the editorial department are separate from the company's business operations. The comments posted below are not provided, reviewed or approved by any company mentioned in our editorial content. Additionally, any companies mentioned in the content do not assume responsibility to ensure that all posts and/or questions are answered.

Three most recent Innovations, features, new products stories:
  • Financial planning options for the 99 percent – Getting financial goals together is not as daunting as it sounds. From DIY plans to going to a professional, financial planning is within reach ...
  • 10 tips for using luxury pawnbrokers – The pawn industry has gone upscale, with 'luxury asset lenders' offering thousands, or even millions, of dollars against your jewelry, art, cars and boats. But know what to watch out for before you use one of these services ...
  • Can self-hypnosis apps help you think your way out of debt? – Proponents say self-hypnosis apps can help you change your financial habits from the comfort of your couch, but skeptics say the only thing getting lighter is your wallet ...

Share This Story




Follow Us!


Credit Card Rate Report

Updated: 04-01-2015

National Average 14.90%
Low Interest 11.62%
Business 12.85%
Student 13.14%
Balance Transfer 14.04%
Reward 15.04%
Airline 15.10%
Cash Back 15.26%
Instant Approval 17.93%
Bad Credit 22.48%

ADVERTISEMENT
ADVERTISEMENT