The Credit Card That Sold You Jeans (and Everything Else)
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This vintage American Express ad nails emotional marketing with a twist. It looks like a jeans ad at first glance—but it’s really about the flexibility and lifestyle that come with carrying an AmEx card. By playing on the everyday act of shopping for jeans, it taps into a more relatable kind of luxury: convenience.
Why this ad works
- Unexpected hook: 'How to buy jeans' grabs attention instantly in a credit card ad.
- Relatable context: Shopping for jeans grounds the product in real life.
- Lifestyle appeal: Suggests American Express is as essential as your favorite pair of denim.
Brands using lifestyle pivots today
Apple positions its products as tools for creativity, not just devices.
Nike sells empowerment and aspiration, not merely sneakers.
Airbnb markets belonging and connection, far beyond accommodation.
Creative Variations
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