American Express ropes in actress Kate Winslet for global campaign

MUMBAI: American credit card company American Express has announced that it has added actress Kate Winslet to its roster of personalities starring in the Company's global card brand campaign My life. My card.



The first phase of the campaign launched in November 2004. It had featured the likes of two time Oscar winning actor Robert DeNiro and comedian and celebrated television show host Ellen DeGeneres.

Winslet's 30-second spot premiered on television in the US a few days ago during the finale of CBS' sitcom Everybody Loves Raymond and is now running on numerous US networks. Winslets spot will run in key international markets shortly. Her television spot opens in London's Camden Market and slowly reveals Winslet meandering through the booths of vendors selling a variety of wares including vintage books, fresh fruit and children's toys.

As she peruses, mementos catch her eye that remind her of the many lives she has led through the multitude of characters she has played on the silver screen. We hear Winslet reflect on the incredible journey she has taken in film, and the most important role she will ever play -- herself.



Winslet spoke about her relationship to American Express saying, "When approached by American Express to participate in the campaign, I was open to the opportunity because I have always had a great experience as a Card member. Furthermore, I have enjoyed their engaging campaigns over the years and I am pleased to now be a part of it."



The My life. My card campaign is the company's first ever umbrella campaign to support all issuers of American Express-branded cards. Therefore regardless of issuer, the campaign positions the key attributes of the brand to reflect the Company's tradition of service and integrity, while redefining membership for today's affluent, high-spending customers. The campaign features imagery familiar to all American Express Card members -- the

signature panel and American Express blue box logo found on all Cards -- but no visuals of any individual Card products.

American Express chief marketing officer John Hayes said, "The My life. My card campaign profiles exceptional card members. We believe Kate Winslet, whose irrefutable talent has been enjoyed by millions of fans around the world, makes a compelling addition to the individuals who have partnered with American Express for this effort".

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