MUMBAI: American Express has announced the launch of its latest television spot in the US which showcases the brand’s commitment to providing its Cardmembers with unique and memorable entertainment experiences.

Titled Curtain, the 60 second spot features comedian and late-night talk show host Conan O’Brien, and marks the first time in nearly three years that American Express has partnered with an entertainment personality in one of its ad campaigns.
 
Curtain takes viewers into the depths of India with Conan as he meticulously prepares for an upcoming performance. He is in pursuit of the world’s finest silk, and transforms raw thread into a long panel of fabric that he then personally dyes a regal red. The spot then flashes-forward and reveals Conan admiring with great pride a stage curtain – obviously one that he took pain-staking measures to craft to meet his standards. The spot culminates with a reminder to viewers: "If you’re really serious about entertainment, every detail counts" followed by a call-to-action to visit americanexpress.com/entertainment, where Cardmembers can take charge of their own entertainment experiences.
 
Curtain is the latest installment of the Take Charge brand campaign and will debut on American television on 8 November, aligning with the launch of O’Brien’s new late-night TBS show Conan. 
 
American Express CMO John Hayes says, "Just like Conan O’Brien, American Express takes entertainment seriously and consistently delivers unique and relevant entertainment experiences - whether at a live event or streamed content for viewing at home.

"American Express offers so much more than secure payments and great service, we deliver a gateway to memorable entertainment experiences across film, music, sports, fashion and theater alike."