Hot Pick

American Express reminds consumers to enjoy life

The new campaign from Dentsu Creative underlines the power of looking on the bright side

Nicola Kemp

Editorial Director Creativebrief


American Express

American Express has launched a vibrant new campaign for the UK market that subverts expectations about its famous Platinum Card and empowers more people to enjoy the rich rewards and experiences it offers. The campaign shall run across BVoD, cinema, online and social media.

Dentsu Creative, London

How do you market joy in the midst of a cost of living crisis? Dentsu Creative’s latest campaign for American Express successfully rides the choppy economic climate with a campaign which brings to life the added joy which comes from the brand’s reward programme.

Running in the UK across broadcast channels, cinema, online, social and digital out of home, the campaign showcases people smashing through limiting perceptions to a more joy filled view.  

Whether it’s kite surfers crashing through the word ‘don’t’, people setting fire to the word ‘won’t’ in a hibachi restaurant or cricket spectators smashing a ball through the word ‘never’, the backdrop to the campaign is pure happiness.

The campaign highlights the range of rewards that Platinum Cardmembers can enjoy such as late hotel checkouts, dining credits, tickets to sporting and cultural events, airport lounge access and worldwide travel insurance.

With an upbeat soundtrack of Who’s Gonna Be The Goat by De Statt, the campaign fuzzes with energy. While photography captured by Wade Brothers at RW2 and the films directed by Ryan Patrick with Bullion deliver on both pace and joy.  

Maggie Boyle, Vice President at American Express, explained: “We want consumers to understand they can get the most out of the things they love, through all of the Card’s benefits, and we believe the campaign reflects this. So, whatever they want to get out of life, the Amex Platinum Card helps them do that.”

An approach and tone which will surely connect with consumers seeking a slice of well-deserved escapism. 

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cost of living