How American Express Sold More Than Just a Card
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This vintage American Express ad nails simplicity and persuasion. It hooks you instantly with a relatable promise—‘How to buy a camera’—then effortlessly pivots into promoting the card’s utility beyond just purchases. A smiling woman holding a Polaroid gives the ad life and credibility, while the tagline ‘Don’t leave home without it’ cements the card as essential, not optional.
Why This Ad Works
- It opens with a strong how-to headline that intrigues rather than sells.
- The visual reinforces the message—proof of purchase and satisfaction in one image.
- The copy transitions from a single example (buying a camera) to endless possibilities (and lots more).
- It positions American Express as a lifestyle enabler, not just a payment method.
Brands Using The Same Formula
Apple uses lifestyle-focused ads to show how their devices fit seamlessly into daily life.
Mastercard’s 'Priceless' campaign frames spending as a gateway to experiences, not expenses.
Creative Variations
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