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Celebrity cameos / endorsements / etc have always irked me -- they're not bad, per se, but I feel that many brands use them to say something new to consumers. Something that simply wasn't being said through other means, whether it be through words, pictures or other communicative tool. It creates confusion instead of consistency of message. Even if the celebrity pick is nice personification, the celeb's success seems sometimes short-lived during the brand's lifespan.
This spot?
Love it. Why? It throws two [well-known, mind you] celebrities into the mix. Tina and Martin actually stand for something, especially when shown during the Emmies -- they represent the pinnacle of meaning in the TV/film business.
But what makes it genuinely fantastic is the concept of "good advice" is exhibited through a back-and-forth with these two. That's it. They bring other names, like Leo D'Cap, into the conversation but only to sprinkle humor on top.
Genuine travel advice, as we should learn from the comedic, dramatic and amazing authorities of show biz, is based on trust. These celebs have done work for AmEx previously, which differentiates the spot from otherwise desperate attempts to bring a famous face onboard.
We trust these people. We trust our intuitive knowledge of humor. And now we trust AmEx.
I stand corrected. Make the check out to cash.
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