American Express launched its latest television spot with Conan O’Brien, who recently debuted on TBS with his new late-night show. Titled “Curtain,” the :60 spot marks the first time in nearly three years that American Express has partnered with an entertainment personality in one of its campaigns.
“Curtain” takes viewers into the depths of India with Conan as he meticulously prepares for an upcoming performance. He is in pursuit of the world’s finest silk, and transforms raw thread into a long panel of fabric that he then personally dyes a regal red. The spot then flashes-forward and reveals Conan admiring with great pride a stage curtain – obviously one that he took pain-staking measures to craft to meet his standards. The spot culminates with a reminder to viewers: “If you’re really serious about entertainment, every detail counts,” followed by a call-to-action to visit americanexpress.com/entertainment, where Cardmembers can take charge of their own entertainment experiences.
“Curtain” is the latest installment of the “Take Charge” brand campaign and debuted on major broadcast outlets 11/8, aligning with the launch of “Conan.” AMEX spokesperson Casey Cotton tells RBR-TVBR beginning 11/8 the spot began running nationally on FOX and network cable (including TNT, Bravo, Comedy, Travel, E!, SyFy, ESPN, Discovery, History, HGTV, Food Network, Weather Channel and CNN) in the primetime rotation. Beginning this Sunday, “Curtains” will also be in rotation during FOX’s broadcasts of NFL games as well as seen locally during ABC’s primetime rotation in key local markets.
“Just like Conan O’Brien, American Express takes entertainment seriously and consistently delivers unique and relevant entertainment experiences – whether at a live event or streamed content for viewing at home,” said John Hayes, Chief Marketing Officer, American Express. “American Express offers so much more than secure payments and great service, we deliver a gateway to memorable entertainment experiences across film, music, sports, fashion and theater alike.”
