Why an Armored Car Won’t Make You Feel Safer (But This Ad Might)
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This vintage American Express ad nails humor and persuasion in one shot. It shows a couple standing proudly by their travel trailer — which just happens to be a literal tank. The punchline? You don’t need armor when you have Travelers Cheques. It’s funny, visual, and instantly drives the message home about safety and convenience.
Why It Works
- Uses humor to reduce fear and make the message memorable.
- Turns a practical benefit (safe money) into a visual story.
- Reassures travelers while subtly promoting ease and trust.
Brands Still Using This Visual Safety Angle
Apple emphasizes security as a lifestyle benefit in its iPhone privacy ads.
Allstate uses the 'Mayhem' character to humorously dramatize why insurance protection matters.
Mastercard reassures global travelers with its 'Priceless' campaign that highlights trust and security of transactions worldwide.
Creative Variations
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