CLIENT
American Express Company.
PRODUCTION CO.
Dektor Film, Hollywood.
Leslie Dektor, director/DP; Faith Dektor, executive producer; Marc Siegel, producer. Shot on location in New York. Los Angeles, Paris and Rome.
AGENCY
Ogilvy & Mather, New York.
Steve Hayden, vice chairman; Gordon Bowen, creative director/copywriter; Terry Finley, associate creative director/ art director; Alice Mintzer, executive producer; Julie Salik, senior producer; Karl Westman, music producer.
STOCK FOOTAGE
Sekani, New York.
EDITORIAL
Moondog, New York.
Billy Williams, editor; Paul San Filippo and Scott Hamm, assistant editors; Liz Ludden, executive producer; Carolyn Gartner, producer.
POST
R!OT, Santa Monica.
Bob Festa, colorist.
Tape House Editorial, New York.
Jay Tilin, online editor.
AUDIO POST
Sound Lounge, New York.
Tom Jucarone, mixer.
MUSIC
Crushing Music, New York.
Mary Wood and Clifford Lane, composers, "Members" and "Employees," and arrangers for "Saturday Spending"; Kenny White, arranger, "Graduation" and "Walden Press."
THE SPOTS
A package of ads (all :60s with :30 lifts) spotlights the various services of American Express. "Members" features vignettes of people around the world, some of whom are using their American Express cards to make purchases; other scenarios illustrate card members being assisted by American Express financial advisors. "Employees" shows interview footage of American Express operators, intercut with scenarios in which they assist customers. "Graduation" tells the story of an African-American family that is raising a new baby son. The mother notices that her husband is planning for the baby’s college with the help of his American Express financial advisor. The spot ends with a flash-forward to the boy at his graduation. "Walden Press" cuts back and forth between scenes of a professional woman packing up her office and moving on to her new job, and shots of her discussing the move with her husband. At the office, her AmEx advisor pays her a visit to assuage any fears she has regarding her investments during the big move. In "Saturday Spending," a dad and his son take care of errands, which turns into a bonding experience for both of them. And "Crazy Love" tells the tale of a businessman abroad who is anxious to get home to his wife. When his taxi gets delayed in traffic, he phones an AmEx operator who manages to get him on another flight. He arrives home in time to see his wife teaching her ballet class.
Spots broke March 15.