American Express's Sixth Sense

• Posted: Wednesday, March 15, 2006
• |
• Author: pradhana

Brand: American Express
Execution: TV (Academy Awards 2006)
Link: Click Here
Target: Individuals Rating: ****
Reviewer: David



Description
This 2:00 minute spot shows M. Night Shyamalan, the director of "The Sixth Sense" and "The Village" sitting in a restaurant. As he watches the patrons, strange and stranger things begin to happen. We can see his vision infiltrate the actions of the people around him. Then a waitress interrupts his thoughts and breaks the spell. The voiceover - in his voice says, "My life is about finding time to dream. That's why my card is American Express."

What Works
American Express has been willing to take chances to breakthrough (some successful, some unfortunate like Andy Roddick's mojo). This spot represents a huge risk with its long length (four times the length of the average network television spot), expensive talent and limited branding.

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