American Express

Keep Doing You

Agency: Dentsu Creative


American Express is encouraging people to “Keep Doing You” in a new dual-screen view campaign that reveals the many ways that the Amex Gold Card rewards you for the things you’re already doing.

Whether you love travel, music, entertainment, fashion or food, Amex Gold doesn’t ask you to change your spending habits, instead you are simply rewarded for the things you buy anyway.

The campaign shows different people enjoying moments they love, like meals out, holidays, music gigs and more, in a ‘Spot the difference’ style split-screen. But the twist is that it’s the exact same moment playing out side-by-side. The only difference is the words on the split-screen. For example, the holiday moment features the lines: “One hotel isn’t paid for with points. One hotel is.”

As all the scenes come together to show how the exact same experience can be more rewarding, the ending sees the split screen become one as the voiceover says: “Make life more rewarding without changing a thing – well, apart from how you pay. Keep doing you, get more with Amex Gold.”

Running in July across the UK on BVOD, outdoor, online and social, the campaign features photography by Sebastian Barros and film by Similar but Different with Smuggler.

This professional campaign titled 'Keep Doing You ' was published in United Kingdom in July, 2023. It was created for the brand: American Express, by ad agency: Dentsu Creative. This Digital, Film, and Integrated media campaign is related to the Finance industry and contains 1 media asset. It was submitted about 1 year ago.


Global Clients Chief Creative Officer: Julie Scelzo
Executive Creative Director : Sue Higgs
Creative Directors: Tom Smith and Darren Urquhart
Senior Creatives: Sarah Watson and Nick O’Brien
Production Director: Roz Prentice
Planning Director: June Fong / Trevor Lindroos
Business Director: David McColl
Senior Account Director: Christopher Doggett
Account Manager: Isabel Carless
Account Executive: Ottilie Stephenson

Director, Product Acquisition: Cheryl Rosenthal
Senior Marketing Manager: Camille Audibert
Marketing Executive: Sundas Butt

Director: Similar But Different

Production Company: Smuggler

Production Company Producer: Claire Jones

Edit House: Ten Three

Editor: Ellie Johnson

Edit Producer:

Post Production: GABHA

Senior Flame Artist: Daniel Morris

Colour: Andrew Francis @ GABHA

Post Producer: Dafydd Upsdell

Finishing: Re:Production

Audio: Wave Studios

Audio Engineer: Aaron Reynolds & Jonny Platt

Music Supervision: The Music Lab


Photographer: Sebastian Barros

Retouching: Justine Foord and Pete Stedman

Agency Producer: Anuschka Das


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