Today, a little over a year after the launch of American Express’ global brand platform, the company is debuting a new ad spot that evokes real emotions from real people, in life moments both big and small, to visually depict the brand’s positioning, Backing to Thrive. 

All shot from behind, the ad spot takes a new, and very literal approach, to how the company puts its customers at its centre and has their backs throughout their lives, in both life and business. The anthemic piece spotlights real, everyday people experiencing beautiful and authentic interactions through their relationships, from a father dancing with his real daughter, to a mother holding her own newborn baby, to even a violinist at a school recital to a performance on a theatre main stage to open and close the spot. 

This advertisement, created by mcgarrybowen and directed by Prettybird's Max Malkin, comes exactly one year after the company debuted a new ad campaign with global brand ambassador Lin-Manuel Miranda, also timed to American Express’ annual major presence at the US Open. Similar to last year’s spot, American Express is continuing to showcase real stories about the customers they serve and continuing to evolve to meet its customer’s needs.