The campaign, which was created by Ogilvy Advertising and breaks on 5 October, will be based on the strapline 'Realise the potential'. Animated ads will continue to promote the 'privilege' of being an American Express cardholder, but move the focus away from the business market.
Alison Bain, vice-president and head of international advertising for American Express, said the strapline is aimed at a generation of affluent consumers looking to live 'rounded, enriched lives'.
A series of TV ads will feature examples of how Amex customer service has helped consumers in difficult positions.
A tranche of press ads meanwhile will showcase the wider benefits of being a cardholder.
One execution appeals to music-lovers with the line 'Get any closer and you'll be in the band', claiming that Amex can secure customers 'some of the best seats in the house'.
The company is also aiming to tap into the leisure travel market; another ad carries the line 'Be a traveller, not a tourist'. A third focus is its rewards programme backed by an ad that uses the line 'What if last night's dinner could become an iPod?'
The TV, press and outdoor campaign will be supported by direct marketing activity, created by OgilvyOne, and a dedicated website. The three-month push will span 27 countries; a separate campaign is planned for the US.
Amex's last big global campaign, featuring the tagline 'My Life. My card', ran in 2004. Shot by famous photographers and directors, including Annie Leibovitz, the ads showed the daily lives of celebrities.
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