AmEx Catches Air (Miles)

NEW YORK American Express this week launches “Are you a cardmember?” as the successor to its well-worn tagline, “My life. My card.” In the first spot from Ogilvy & Mather carrying the new tag, star snowboarder Shaun White follows the snow with his Membership Rewards points. White is in a board shop when he catches a newscast telling of a major Utah blizzard. Smiling, he jumps on his skateboard and announces to his snow buddies that he’s using his AmEx points to go there. He also visits Canada, Japan and Norway. White explains, over a shot of him catching air on a slope, “I need to be able to travel where I want, when I want. That’s why my card is American Express.”