The DRTV introduces a small business owner our target could identify with. He runs a thriving company and talks about the challenges of managing cash flow and paying over time. He happens to be a clock manufacturer,which reinforces the idea of “paying over time” and leaves no doubt that this is a credit card from American Express.

At launch the DRTV drove record level call volume; 92% of the prospects said the commercial convinced them they could pay over time with American Express; and Cardmembers acquired from this campaign are higher quality in terms of their average spend.