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29 August 2019

Having Your Back

by Syd Briscoe

American Express: “Right Behind You” - 60s

American Express bring the concept of 'having your back' to a new level in this slick commercial. From starting a new job to giving a performance which is the culmination of a lifetime's practice, the brand claim to be behind their diverse array of customers all the way.

An orchestral soundtrack imbues this montage of steps both big and small with purpose, allowing us to imagine the life-changing possibilities which begin with something as mundane as the tap of a bank card. Director Max Malkin has a shrewdly light touch here, ensuring that the emotional moments don't feel overblown.

The fact that none of the card users' faces are seen either makes it easier for viewers to place themselves in the scenario. It's a simple enough device, but it serves the brand's aspirational mantra well.

Film Production: PrettyBird Ⓟ Ⓦ
Director: Max Malkin Ⓟ Ⓦ
Music Production: SixtyFour Music Ⓟ Ⓦ

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