American Express Turns a Diamond into a Punchline
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This classic American Express ad grabs you in an instant. Big, bold type asks, “How to buy a diamond,” but instead of a dull instructional piece, you get a wide-eyed, glamorous woman clutching a massive gem. The setup feels luxurious, but the punchline is all about convenience: use your AmEx card. It’s humor wrapped in sophistication—a rare combo even today.
Why this ad hits all the right marks
- The headline creates immediate curiosity by breaking expectations.
- The exaggerated expression makes the ad feel alive and memorable.
- Black-and-white photography gives it a timeless, upscale look.
- AmEx subtly links everyday transactions to luxury and confidence.
Modern brands pulling similar tricks
Apple uses minimal design and bold typography to make everyday tech feel like luxury.
Glossier ads play with simplicity and expression to make products seem effortlessly elegant.
Creative Variations
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