American Express ‘faces’ campaign highlights automatic social perception

[The advertising campaign and Faces in Places blog in this item illustrate our ability to see hidden social objects whether created intentionally or not. The item is from The Inspiration Room (“a creative archive and community site… providing you with the latest and classic creative inspirations from television, print, ambient and interactive advertising, music videos, photography and design”); watch the ad in HD here]

American Express Faces

American Express is highlighting the benefits of the their Charge Card with “Don’t Take Chances. Take Charge”, an integrated advertising campaign using images of everyday objects with happy or sad faces. The campaign is designed to illustrate how the Amex charge card can help customers protect themselves and their purchases.

Launched in September 2009, the Don’t Take Chances, Take Charge campaign was expressed in print advertising in national newspapers, a television commercial and an interactive social media component online at Sad and happy faces appear on every day objects, including a wallet, a washing machine, a jacket and a handbag.


The campaign was developed at Ogilvy & Mather, New York, by copywriter John Wagner, art director Dustin Duke, creative director Chris Mitton, producer Melissa Mapes, and music producer Peter Gannon.

Filming was shot by director Kevin Thomas at Thomas Thomas Films.

Editor was Adam Jenkins at Union Editorial.

Music is “Prelude” from the J.S. Bach’s Cello Suite No 1 in G major BWV1007, performed by Robert P Burkhart, recorded by Michael Golub at the Manhattan Center. Music adaptation and sound design were produced at Human Worldwide.

The Faces campaign may have been inspired by Faces in Places, the photography blog featuring faces found in everyday places.

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