American Express has unveiled its first unified brand and product advertising platform for the UK market, bringing its brand promise and product value proposition together under one creative umbrella for the first time. The campaign carries a bold message designed to resonate with UK consumers and small business owners: “With Amex, there’s always more.”
Shot by Amara Abbas and created with Dentsu Creative, the campaign features a series of short films that capture the joyful reality of modern British life. Viewers see relatable moments, such as a first-time runner braving the rain before finding joy in a local 5k, or a football fan whose surprise gift doesn’t quite go as planned.
Each story highlights how Amex is present during everyday moments — from everyday spending to life’s bigger milestones — rewarding cardmembers and offering extra value along the way.
“We wanted to create a campaign that reflects the lives people are living,” said Dave Edwards, vice president at American Express. “Whether it’s travel, dining, shopping, or running a business, Amex helps you get more out of the things that matter most. The new campaign is about showing people that Amex is for them — and helping them see what’s possible with us by their side.”
Music plays a central role in the launch, with a soundtrack by Sistra, a rising UK duo supported through Amex Unsigned, the company’s initiative to spotlight emerging music talent. This collaboration offers the artists national exposure while giving the campaign a unique and authentic sound.
The campaign will run across television, outdoor, digital, social, and targeted display channels, reaching audiences from Manchester’s high streets to mobile screens and primetime TV slots during Premier League and Formula 1 broadcasts. Amex will also use advanced audience targeting to deliver messages at moments most relevant to consumers’ lives.
With its unified platform, bold storytelling approach, and support for grassroots music, the campaign positions American Express as more than a payment method — it’s a partner helping people unlock new possibilities.
