American Express Realise The Potential

American Express has launched a 360˚ brand marketing campaign in Australia, Mexico, UK and Canada, using the phrase, “Realise the Potential”, with four 40 second animated television commercials, print and outdoor advertising, interactive and direct mail, and on-street activity. Designed in an illustrative style, the campaign uses strong primary colours to create a fresh new look for American Express.

American Express Impossible?

The TV campaign uses real life stories to demonstrate how American Express’ premium service has helped and supported cardmembers across the world. Print and poster advertisements highlight the added value of carrying the American Express Card.

Click on the image below to play the video in YouTube

Corrina Davison, vice president of brand, loyalty & rewards at American Express, said: “People are looking for added value from the products and services they buy, which is why we have developed a campaign that clearly articulates the services we offer. We believe investing in our brand is important in good times, and even more important in challenging times.”

The advertising reflects the idea that people are leading more enriched and balanced lives, a insight identified by American Express research. The insight is used in executions such as “Be A Traveller, Not A Tourist” and “Scenic Route”.

American Express Traveller print advertisement

American Express Traveller Postcard


The Realise the Potential campaign was developed at Ogilvy London, OgilvyOne and New@Ogilvy, London, by creative partner Dennis Lewis, art director Andy Bird, copywriter Sue Higgs, creative director/copywriter Steve Hooper, creative director Arthur Parshotam, and agency producer Kim Parret.

The TV ads were animated by Kuntzel and Deygas of the Add A Dog, Paris.

  • kevin

    So please explain to me why ‘Peado-bear’ is being used in this commercial ?

  • kevin

    Especially if you consider it is being used in the context it is in relating to a child. Not right and I am really surprised this wasn’t picked up on before it was ever aired.

  • Kevin do you mean Pedobear? The Pedobear cartoon has a distinctive appearance, quite different to the teddybear depicted in this commercial.

  • kevin

    And before any one else points out that Peado-bear is used to parody Peadophiles, I know it is. However, this aside, you still have that link and though this is not the exact same bear I would say it is similar enough to warrant concern.

  • kevin

    Duncan, considering what is going on in the Uk at the moment with the case of Jimmy Saville, the similarity in between the two Bears just makes it a little grating. Especially to an adult survivor of such experiences.

  • Karen

    What are you all going on about. It’s to point that we have helped children find there lost toys. Dear god what is wrong with youall