Amex Business Card Chronicles “The Bunny”

The pandemic and the constantly evolving modern business landscape continue to bring about many surprises. For countless small businesses, the need to pivot, adapt, and scale is a continuing challenge and opportunity.

We created the “Amex Business Card Chronicles” campaign to celebrate small business owners everywhere and demonstrate the need for tools specially built for business. While so many business owners run their business using their personal card, American Express built a portfolio of cards ready to help propel their business forward.

The Amex Business Card Chronicles is a series of three long-form spots, telling three fictional stories of three unique business owners. The series ran across TV, OLV, and social channels. The primary film, entitled “The Bunny” features a small-town veterinarian, Arnold T. Petsworth, whose business is suddenly overwhelmed by an influx of bunny adoptions during quarantine. While pleased to be thriving, dozens of bunnies suddenly appearing at his door presents a unique problem: the vet can’t possibly handle so many appointments. In the end, he hires a new worker and builds a new exam room to help manage the practice’s new specialty with his American Express Business Card. The spot concludes with the encouragement to “Get the Card that’s built for business.”

We took the idea of a traditional demo video and turned it into a series of entertaining fictional stories that people actually want to watch—while still featuring very relatable business problems and very real solutions that showcase the card benefits to small business owners. In a category often defined by a “sea of sameness” and overused tropes, American Express wanted to stand out and speak to business owners as real-life people. By embracing narrative storytelling and a bold visual identity, this work is infused with a welcoming, reassuring tone and breaks through traditional B2B messaging that lacks human appeal.

Because the campaign just launched prior to the deadline, we do not yet have detailed results to share. But early results suggest the work is resonating with small business owners across the board, with performance exceeding expected benchmarks. The campaign is changing perceptions and raising awareness of the American Express business offering.