Vintage Advertising: How American Express Sold 'Safe Spending'
This vintage American Express Travelers Cheques ad is a masterclass in combining humor, storytelling, and cultural tropes to sell trust. The cartoonish film set scene grabs attention, while the tagline 'Play it true to life' ties the visual story to the product promise—safe cash for global travelers.
What makes this ad work
- The cinematic framing pulls you into a story, not a sales pitch.
- Humor disarms and opens readers to the sales message.
- Clear benefits—safety, acceptance, and refund protection—are called out in bold, friendly language.
- The design solidifies trust by focusing on security, a top traveler concern.
Modern brands still using this formula
MasterCard ads use emotional storytelling to promote global acceptance and security.
PayPal marketing emphasizes trust and protection through relatable lifestyle imagery.
Creative Variations
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Element Detection
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Text Statistics & Scores
An elementary to middle school score is best since it’s simple to understand.
8th-9th grade level
8
Total Words
1
Total Sentences
8.0
Words / sentence
75
Flesch Score
Text Psychology
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Color Palette
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