amex "take charge" ads

Being pretty involved in watching the US Open on TV {last night was a GREAT match~! so happy for Argentine, Del Potro!}, something that stood out for me was the new American Express ad campaign by Ogilvy & Mather called "Don't Take Chances. Take Charge." that highlights benefits of the American Express Charge Card. As seen in this video here, images of everyday objects that have subtle happy or sad faces illustrate how their Charge Card {as opposed to cash} can help customers protect themselves and their purchases. I have to say, it's not the first time I'm seeing this kind of idea {i.e. www.fotolog.com/faceproject} but I think for a blue-chip company campaign, it's a rather atypical and memorable approach. Below is a version of their print ad, where the wallet makes a sad or happy face depending on how you flip the page. Yes witty.



{Ad image from Forbes.com}