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American Express “Faces” 2010

American Express “Faces” (2010) is an American Express commercial directed by Kevin Thomas for Ogilvy, produced by Thomas Thomas Films. It won one award: LIA 2010 Bronze — TV/Cinema/Online Film / Music Adaptation.

This ad uses anthropomorphic objects to highlight the American Express Charge Card's benefits, turning everyday items into expressive faces that convey emotions related to product damage, theft, and travel peace of mind.

Video: Kevin Thomas on Vimeo

Shot by shot

  1. A light grey wallet with two buttoned pockets and a partially unzipped main compartment sits on a reflective surface, revealing a red item inside.© American Express0:00
  2. A red mug of coffee with foam on top, forming a sad face with two coffee beans for eyes and a curved piece of chocolate for a mouth, is seen from above on a light-colored surface.© American Express0:02
  3. A pair of white leather pants with two shiny, round, gold-rimmed objects hanging from the back pockets, possibly decorative or functional.© American Express0:05
  4. A red leather jacket with buttons and a zipper forms a face, creating a playful and anthropomorphic image.© American Express0:10
  5. A close-up shot of a light-colored curtain with grommets on a rod, with a white wall in the background.© American Express0:15
  6. A wooden clothes hanger hangs on two light blue closet doors, forming a sad face with the door handles as eyes.© American Express0:20
  7. Two empty chairs, one yellow with a black cloth and one pink, sit side-by-side in a brightly lit, minimalist room.© American Express0:27
  8. A red chair with a face-like design sits on a white rug in a room with a concrete wall and wooden floor.© American Express0:31
  9. A person mops a patterned floor in a luxurious room with a curved sofa and two chairs, seen from an overhead perspective.© American Express0:38
  10. An overhead shot of a glass coffee table with a smiley face design, flanked by two white couches with yellow pillows, in a living room.© American Express0:41
  11. A blue bicycle is parked on a small concrete island in the middle of a city street intersection on a bright day.© American Express0:45
  12. A static shot of a green metal gate and a bridge structure above it, with building windows visible at the top.© American Express0:49

Stills © American Express. Made by Ogilvy, Thomas Thomas Films and Kevin Thomas.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Everyday objects with faces express emotions, highlighting card benefits.

Tagline: “TAKE CHARGE.”

anthropomorphismpersonificationproblem_solutionvisual metaphoremotional appeal

The cut

Length
61 s
Shots
25
Average shot
2.4 s

What creatives use American Express “Faces” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of American Express “Faces”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A light grey wallet with two buttoned pockets and a partially unzipped main compartment sits on a reflective surface, revealing a red item inside.© American ExpressA red mug of coffee with foam on top, forming a sad face with two coffee beans for eyes and a curved piece of chocolate for a mouth, is seen from above on a light-colored surface.© American ExpressA pair of white leather pants with two shiny, round, gold-rimmed objects hanging from the back pockets, possibly decorative or functional.© American ExpressA red leather jacket with buttons and a zipper forms a face, creating a playful and anthropomorphic image.© American Express
    Frames from American Express “Faces”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of American Express “Faces” in order, with its length, framing and what happens in it.

    A light grey wallet with two buttoned pockets and a partially unzipped main compartment sits on a reflective surface, revealing a red item inside.© American ExpressA red mug of coffee with foam on top, forming a sad face with two coffee beans for eyes and a curved piece of chocolate for a mouth, is seen from above on a light-colored surface.© American ExpressA pair of white leather pants with two shiny, round, gold-rimmed objects hanging from the back pockets, possibly decorative or functional.© American ExpressA red leather jacket with buttons and a zipper forms a face, creating a playful and anthropomorphic image.© American ExpressA close-up shot of a light-colored curtain with grommets on a rod, with a white wall in the background.© American ExpressA wooden clothes hanger hangs on two light blue closet doors, forming a sad face with the door handles as eyes.© American Express
    Length: 61 s · Shots: 25 · Average shot: 2.4 s

  3. 03Ad ideas: every spot built on a anthropomorphism

    Before you present an idea, you need to know who has done it, and how.

    American Express “Faces” is built on a anthropomorphism. Search the library by idea to see every spot that uses it.

    Honda “Grrr”© HondaGoogle “Best Phones Forever”© GoogleBerlei “Boob Balls”© BerleiSSE “Pier”© SSE
    Honda · Google · Berlei · SSE

More commercials by Kevin Thomas

More from Ogilvy

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  • Perrier "Lion" (1991) commercial still© PerrierPerrier “Lion” 1991OgilvyCannes Lions Grand Prix 1991
  • Sprite "HURTS REAL GOOD" (2026) commercial still© SpriteSprite “HURTS REAL GOOD” 2026Dir. Julien & Quentin · Ogilvyshots Awards Gold 2026
  • Nanhi Kali "One is a Big Number" (2026) commercial still© Nanhi KaliNanhi Kali “One is a Big Number” 2026Dir. Afshan Hussain Shaikh · Ogilvyshots Awards Gold 2026
  • Powerade "The Ladder" (2026) commercial still© PoweradePowerade “The Ladder” 2026Dir. Jackson Tisi · OgilvyAICP Awards Winner 2026

Award-winning finance & insurance commercials

  • Shield Insurance "After Shit Happened Service EP.1-5" (2026) commercial still© Shield InsuranceShield Insurance “After Shit Happened Service EP.1-5” 2026VML (VML Thailand / VML Bangkok)London International Awards Grand Prix 2026
  • Krungsri First Choice "What the Fast" (2024) commercial still© Krungsri First ChoiceKrungsri First Choice “What the Fast” 2024Dir. Wuthisak Anarnkaporn · Leo BurnettAdFest Grand Prix 2025
  • NRMA Insurance "Help is who we are" (2022) commercial still© NRMA InsuranceNRMA Insurance “Help is who we are” 2022Dir. Gary Freedman · The MonkeysEffie Awards Grand Prix 2022
  • John Lewis Financial Services "Tiny Dancer" (2015) commercial still© John Lewis Financial ServicesJohn Lewis Financial Services “Tiny Dancer” 2015Dir. Dougal Wilson · adam&eve\TBWALondon International Awards Grand Prix 2016
  • GEICO "Unskippable: Family" (2015) commercial still© GEICOGEICO “Unskippable: Family” 2015Dir. Terri Timely · The Martin AgencyCannes Lions Grand Prix 2015
  • Cash App "Timothée Chalamet for Cash App" (2026) commercial still© Cash AppCash App “Timothée Chalamet for Cash App” 2026Dir. Aidan ZamiriWebby Awards Winner 2026

Questions

Who directed the American Express “Faces” commercial?

Kevin Thomas directed it, produced by Thomas Thomas Films, for the agency Ogilvy.

Which agency made American Express “Faces”?

Ogilvy created it for American Express (2010).

What awards did American Express “Faces” win?

1 awards, including LIA 2010 Bronze — TV/Cinema/Online Film / Music Adaptation.

What is the tagline of American Express “Faces”?

“TAKE CHARGE.”

Sources for the credits and awards

2010.liaentries.comweb.archive.org