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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.
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