American Express’ newest “My Life. My Card.” Commercial

American Express’ newest “My Life. My Card.” commercial that aired during the Oscars. This commercial starred Hollywood director M. Night Shyamalan, who also directed the two minute flick.
*Watch it here on Ad Blabber.

This commercial goes to show how interruption marketing has caused commercials to gain awareness by using a majority of the length of a spot to grab viewers attention. While only a small portion of the spot is used to sell an actual product. In this example, American Express spends 112 seconds of the 120 to grab attention, while the American Express card logo or name doesn’t appear until there is less than 10 seconds left.

At a going rate of $1.7 million per 30 second spot during the Academy Awards, American Express spent $6.8 for the two minute commercial. That means Amex spent over 6 million in media spending to grab viewers attention and just over half a million for brand awareness.

This commercial demonstrates the trend of advertisers using more and more money just to get consumers’ attention, while less time is being used to sell a product or service. In today’s market, companies are forced to use varying forms of Advertainment to reach consumers, just to sell a product or company for a matter of seconds.