The new American Express Platinum Cards recently launched with over $3,500 in annual value across key categories like dining, travel, and lifestyle, including new credits with Resy, Lululemon, Dell Technologies, and Adobe.
Analysis of the latest campaign ads, which position these enhanced benefits, confirms a notably favorable reception among American consumers.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the American Express Platinum campaign ads.
The Details:
- Both the :30 “Enterprise” and “Dining” were strong performers, scoring significantly above the 90-day cards norm on nearly every key creative performance metric, with “Enterprise” seeing a bit stronger resonance overall:
- “Enterprise” achieved a stronger breakthrough and was additionally perceived as more Informative and new/different (Change).
- Both creatives also outpaced the category benchmark in driving consumer intent, with the food visuals in “Dining” helping that ad’s persuasive abilities.
- “Enterprise” achieved a stronger breakthrough and was additionally perceived as more Informative and new/different (Change).
- Each ad also successfully centered the brand (and product) within the narrative and outpaced the average card ad by double digits in cementing unaided recall (over eight in ten viewers of each Platinum ad recalled Amex vs a norm of 61%):
- “Enterprise” outpaced “Dining” in overall response across nearly all debit/credit intender levels, reflecting this spot’s inclusion of a broader array of Platinum benefits.
- Both ads enjoyed similar appeal across female viewers while “Enterprise” saw particular strength among male viewers (across age):
- Viewer comments on the :30 “Enterprise” reveal how well the audience connected with the aspirational travel imagery and exclusive experiences showcased, with the global hotel program, dining experiences, and concert access resonating as tangible, desirable perks.
- The fast-paced, dynamic presentation and visual appeal of the locations/perks were a positive for many although a smaller subset found the ad perhaps a bit too quick to absorb all the information.
- Of course, some viewers felt excluded given the premium appeal of the Platinum card, but for those for whom it was achievable (or even aspirational), a premium and exclusive sense was conveyed positively.
- Viewer comments on the :30 “Enterprise” reveal how well the audience connected with the aspirational travel imagery and exclusive experiences showcased, with the global hotel program, dining experiences, and concert access resonating as tangible, desirable perks.
Sample comments on the :30 “Enterprise”
“I like this commercial because it gives a good sense of the product and lets people know the specifics about it. It also shows what life could be like if you chose to get this card and spend it on those certain amenities.”
Female 21-35
“The messaging about the credit card was good and I liked seeing several beautiful looking locations from around the world. I disliked the large text going across the middle of the screen at times.”
Male 36-49
“Makes me a proud American Express carrier and makes me want to use the cards more for the perks/benefits.”
Female 36-49
“I enjoyed the ad and the images, but it felt like it was going by too fast and gave me a headache.”
Female 21-35
“Awesome perks that come with the American Express platinum card. I must say the ad was a little short and the perks kinda flew by.”
Male 36-49
“I liked it, and if I wanted a credit card, this would make me think about it. I like the dining experiences mentioned especially.”
Female 50+
“The ad was okay and gives a lot of information. However, I find it super weird that Olivia Rodrigo is featured. It’s like the company is trying to pull in younger consumers and I think that’s gross.”
Female 21-35
“The economy is in a place where splurging on extra things like that is unrealistic, but the commercial was okay.”
Female 21-35
“The American Express platinum card gives me great access that can’t be found anywhere else.”
Male 36-49
“I feel like it emphasizes experiences and the company’s global scale, so it sounds really versatile to use.”
Male 21-35
- Second-by-second trace points to a potential opportunity for a shorter cut of “Dining” as viewer engagement flattened and dropped slightly as the ad wore on:
- A shorter form, if as persuasive as the :30, could allow for broader reach within budget.
- iSpot media measurement shows a favoring of “Enterprise” in linear spend over the two weeks ending 10/15/25, with a slight edge in Impressions delivery for “Dining:”
- Continued rotation of the two spots (and/or testing of shorter forms) is justified given the above-norm and similar persuasive ability of both.
- Several competitive brands also launched new ads over the 90-day period that enjoyed good response among American consumers, with Credit One leading with their animated “Credit Wreckers” characters informing on tips to improve one’s financial health in an entertaining and approachable manner:
- However, cash back messaging from Chase Bank edged out the rest of the pack in encouraging consumer consideration.
- Among viewers with 75K+ annual incomes, “Enterprise” was most compelling with its premium positioning and affluent tone:
- The campaign’s :30 “There’s Nothing Like It: Work” saw less favorable viewer response within the gen pop audience as relevancy to that particular (work) application is less broad:
Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.
Schedule a demo to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve—and outperform—campaign objectives.
Creative Agency: Goodby Silverstein & Partners