What do Aretha Franklin, Mindy Kaling, Natalie Young, and Nick Woodman have in common? At some point in their careers they hit obstacles. Through strength and tenacity each were able to achieve their dreams. American Express plays into this theme with their new campaign. The brand has been with you through the tough times and will continue to be there once you find your way. “Wherever it takes you, membership will be there”. Honestly, the campaign is a smart play. Over the years, credit card companies have lost their (pardon the pun) credibility. High interest rates and surprise fees tacked onto monthly bills, in combination with overall skepticism since the economic downturn of 2008, have made credit giants such as Visa and Mastercard seem less interested in their customers and more interested in their bottom line. As long as money is coming in, they don’t care how. American Express, on the other hand, has a strong brand image, perpetuated by television spots such as this one. They portray themselves as a tool to better live your life, not as a no-faced giant avoiding the blame. This campaign blends seamlessly into their plans. Well done, AmEx.