Ellen DeGeneres, he ain't. I loved Sixth Sense, I liked Unbreakable, I sat through Signs, I missed The Village, though I think it's somewhere on my NetFlix queue. He's talented, and even not a bad choice for a credit card company. But that ad! American Express - what were you thinking? What was M. Night thinking?
AmEx's mylifemycard promotion has been great - and different each time, which is a feat. There's the awesome "I can't believe he's doing a commercial" (Robert DeNiro - supporting New York, of course), the funny and infectious (Ellen, aforementioned and always fabulous ), the inspirational (Tiger Woods - you can't go wrong), the clever and hip (Kate Winslet, talented and appealing to such a large demographic)... Now, we thought this next point was Advertising 101, but maybe some folks missed that class. For those you who played hooky that day, let us "sum up" - your message should reflect your brand. Again, message = brand. And, for all the hype, Shymalan's 'two minute movie' is an exercise in discomfort and disease - not, one imagines, the message AmEx wants associated with its brand, card or the mylifemycard campaign. We love American Express, the brand, the card, the magazine, the black card, the archetypal green card, the super mysterious red card. But this, this is a miss. We just can't reconcile that ad with the image we have of American Express the brand, American Express the card, and certainly not with American Express, the card holder. The image they've spent years, mind you, creating.
Really, you got Robert DeNiro - how hard to get can Steven Spielberg be?
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