AmEx Open

Small-business owners typically see themselves as the vanguard of economic progress. So, this spot for American Express Open — the AmEx unit that caters to small companies — is in sync with its target audience’s thinking. Energized by a bugle’s increasingly jazzed-up interpretation of reveille, the spot builds up to the declaration, “Reviving the economy means reinventing the way we do business. Here’s to the owners showing the way.” An onscreen tagline adds the imperative, “Start Booming.”