Checking out Jason Calacanis’ site, I noticed a link to an amazing commercial that aired during this past Sunday’s Oscar telecast. I meant to post about the ad myself but it was lost in the shuffle, before I found it again. When I first caught this spot during the Oscars, I was simply mesmerized- for the entire two minute length- a virtual eternity for TV advertising- I sat there, continually freaked out in an entertaining way. Not recognizing the star of the spot, for most of the time I was convinced it was a promo for an upcoming TV show until the reveal came at the end.
The “commercial” was just that- a commercial- but it was also a 2-minute long short film for the American Express card directed by and starring M. Night Shyamalan, director of The Sixth Sense among others.
The commerci-short is part of the credit card giant’s “My Life, My Card” campaign, which I’ve already admired via its print iterations in Entertainment Weekly. Its print counterparts, while not as captivating, are classy, understated spots that feature interesting black and white photos of celebs (such as Ellen DeGeneres brushing her teeth) and personal comments from them.
Besides the genius of the ad, American Express and whoever its agency is are further proving they “get it” by posting the ad on the homepage of the campaign’s website, mylifemycard.com, for all to see.
Take two minutes and check out this amazing commercial/short film. If you admire Shyamalan’s unique brand of upscale spookiness, you’ll really dig the spot.