Saying it all with less

Good advertising can often be judged by the number of words required to send its message.

It's true.

That applies universally - print, TV, web banners, PR, viral, social, You Tube, etc.

Twitter is making us all better at saying more with less.

This spot from Am Ex is nearly a minute in length, but you won't hear a single word until about 40 seconds in. The story is well told with a montage of video and great editing. It moves quick, without skipping a beat and never becomes redundant. Clear, linear, uplifting.

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The insight here is that small businesses must spend money to help move the economy forward. Big corporations move too slow and too politically. For a big company to do something like change a supplier, even with a rock solid case that doing so will save money, simply takes too long to have a real impact on the economy today.

We are all counting on small business owners, whether we know it or not. There's a lot of them out there and they stand to make a huge difference. We're specifically interested in those armed with their trusty AmEx cards. Go forth and charge it!

To the point I made earlier in the week about Goodwill, this one will score off the charts. And with the commoditization of credit cards, AmEx needs to ride the Goodwill train as far as it can to get new cardholders.

ON STRATEGY.