Timing and transitions are what sets these spots for American Express apart. Inspired by vintage plastic toy assembly kits, the first spot, created for MSNBC, conveyed the different possiblities for using the AMEX business card.
We followed up the AMEX MSNBC spot with a new campaign and similar sensibilities, (see video above). Instead of a toy kit frame, the AMEX card framed a clothing store and a DIY home improvement scene.
