The campaign, created by Ogilvy Worldwide, breaks on television tomorrow, backed by outdoor, cinema, interactive and direct mail.
In the television ads, directed by Jake Scott, son of the director Ridley Scott and who directed the feature film 'Plunkett and Macleane', customers are shown living out their dreams with the help of American Express.
In one of the three television executions, there are two men and the voiceover says: "Aged seven, they went everywhere their parents went. Aged 22, they went everywhere their girlfriends went. And aged 35 they wanted to go somewhere where everyone isn't." The two men are shown in a snowy wilderness, taking pictures of penguins, and the ads end with the tagline "Long live dreams".
The other ads show a man running through a forest and jumping off a waterfall, and a woman who travels to Rio. They promote American Express' financial and travel services, and were mostly shot in Brazil and Argentina.
The ads were written by Josh Tavlin, with art direction by Marc Klein. Media planning and buying is through Carat.
Katherine Whitton, head of advertising at American Express, said: "The 'Long live dreams' theme reflects the changing aspirations, personal and professional goals of American Express's existing and potential customers. The campaign brings to life the ways in which American Express, through its range of products and services, can support consumers in realising these dreams."
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