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American Express Launches Advertising Campaign

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NU Online News Service, March 15, 11:49 a.m. – American Express Company, New York, is launching a brand advertising campaign today with the slogan “Make life rewarding.”

The campaign includes nine 30-second and 60-second television commercials that will air on national networks.

One “montage” spot will promote the strength of the relationship American Express has with its customers, and a second spot will feature American Express employees and financial advisors from field offices in Greensboro, N.C., Phoenix, Ariz., and Ft. Lauderdale, Fla. and New York.

An original song by recording artist Alana Davis will play with both montage spots.

The other seven spots will show vignettes based on the characters in the first two spots.

In one, “Graduation,” a husband and wife bring home a new baby, then work with their American Express financial advisor to plan the next 18 years of family finances.

The campaign also includes a series of print ads featuring portraits by the famous photographer Annie Leibovitz.

The one-page and two-page print ads will run in publications such as People, InStyle, GQ and The New Yorker.

The campaign was created by Ogilvy & Mather, New York.


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