SHOTS: AmEx gives its word

This new campaign for American Express shows that it takes just one word - or its removal - to make all the difference.

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This new spot for American Express is a stylish reminder that one word can make all the difference. 

Created by

Dentsu Creative Manchester and directed by Ryan Patrick through Bullion Productions, the 60-second commercial features a series of scenes of people living their best lives and knocking the negative out of some on-screen statements. 

Set to the raucous and catchy sound of De Staat's Who's Gonna Be the Goat?, we witness a kite surfing holiday-maker destroying the 'don't' in 'We don't do more than lounge on the beach' while, later, a couple see 'won't' set aflame on the sentence 'We won't give ourselves a treat this week'.

Director Ryan Patrick is repped by Picture North in the USA.