To counter its image as the charge card for older professionals, American Express wanted to find their way into the hearts of a more youthful audience. To demonstrate the very practical benefits of the American Express Card, we found a telegenic up-and-coming indie rocker and showed how she couldn’t hit the road without her Amex Card.

The OPEN Network for Small Business Owners was created to rekindle interest in the American Express Corporate Card, which had become irrelevant to the target. Our challenge was to launch OPEN through traditional direct response channels, building brand and selling cards at the same time. This launch positioned American Express as the champion of the small business owner, showing an empathy that mirrored the target’s real-life pressures and concerns. It quickly proved how compelling the new proposition was.

Results: Exceeding all goals, this brand/direct TV spot ran for 10 years.