American Express is more than just a card. It's about extraordinary service. It prides itself on going above and beyond to make sure that it's card members are privy to a level of service that they might not think possible.In this spot, we demonstrate via a series of true service stories in which Amex have gone above and beyond for their members.For example, they've returned lost wedding dresses, made it possible for a card member to dine out under the stars, sorted out birthday celebrations, reunited a child with it’s teddy, found doctors in foreign countries all 24/7 all in the name of good service.Each service story told is based round the letters from the word IMPOSSIBLE, one letter at a time.Once all the stories are told we finally at the end see the word IMPOSSIBLE, fully formed. A wrecking ball smashes the IM from Possible, making it possible. Thus demonstrating that American Express makes the impossible, possible.