Ogilvy Ads Tout AmEx Benefits

Ogilvy & Mather is breaking a new national TV campaign for American Express that marks a transition from its aspirational, celebrity-oriented membership spots.
Two 30-second ads airing this week focus on specific cardholder benefits under the continuing tagline, “Do more.”
One spot touts AmEx’s lack of spending limits in a humorous way. As a woman checks out of a hotel, a receipt machine spits out a lengthy bill. The clerk asks the woman if she would like a mint to help her pass the time while the bill is totaled.
The other spot tells how a lousy golfer splurges on pricey equipment with his card, enabling him to rack up membership reward points and pay for lessons.