AmEx Unleashes New Image, Direction

The $100 million “Make life rewarding” campaign from American Express attempts to capture the “largesse and entirety” of the brand’s services beyond the card, said Gordon Bowen, the architect of the new work.

The TV and print effort, which focuses on how AmEx makes life easier for members, replaces the 6-year-old “Do more” campaign.

At the client’s request, Bowen was enlisted to work on the campaign as a freelance creative at Ogilvy & Mather. Bowen and the former Ogilvy team that created the famous 1987 “Portraits” print campaign have been reunited and again tapped Annie Leibovitz to shoot the images.