Kate Winslet Latest Addition to Global 'My Life. My Card(SM).' Communications Campaign From American Express

NEW YORK, May 18 /PRNewswire/ -- American Express today announced the addition of celebrated actress Kate Winslet to its roster of personalities starring in the Company's global card brand campaign, "My life. My card." The first phase of the campaign launched in November 2004, featuring extraordinary individuals including actor Robert DeNiro and comedian and celebrated television show host Ellen DeGeneres. Winslet's 30-second spot premiered on television in the US on Monday, May 16 during the finale of CBS's "Everybody Loves Raymond," and is now running on numerous US networks. The 60-second version of Winslet's television spot will premiere in the US during the finale of "CSI" on CBS Thursday, May 19 and abroad shortly thereafter. Print ads shot by Annie Leibovitz will run in targeted publications this summer.

Each installment of the campaign unfolds in an intimate, narrative format, with a storyline that reflects the places, causes, achievements and avocations meaningful to each individual featured. Her television spot opens in London's Camden Market and slowly reveals Winslet meandering through the booths of vendors selling a variety of wares including vintage books, fresh fruit and children's toys. As she peruses, mementos catch her eye that remind her of the many lives she has led through the multitude of characters she has played on the silver screen. We hear Winslet reflect on the incredible journey she has taken in film, and the most important role she will ever play -- herself.

"'The 'My life. My card.' campaign profiles exceptional card members, and we believe Kate Winslet, whose irrefutable talent has been enjoyed by millions of fans around the world, makes a compelling addition to the individuals who have partnered with American Express for this effort," said John Hayes, Chief Marketing Officer of American Express.

Winslet spoke about her relationship to American Express by saying, "When approached by American Express to participate in the campaign, I was open to the opportunity because I have always had a great experience as a Card member. Furthermore, I have enjoyed their engaging campaigns over the years and I'm pleased to now be a part of it."

The "My life. My card." campaign is the company's first ever umbrella campaign to support all issuers of American Express-branded cards. Therefore regardless of issuer, the campaign positions the key attributes of the brand to reflect the Company's tradition of service and integrity, while redefining membership for today's affluent, high-spending customers. The campaign features imagery familiar to all American Express(R) Card members -- the signature panel and American Express blue box logo found on all Cards -- but no visuals of any individual Card products.

On the web at http://www.mylifemycard.com/, visitors will find original content, the television spots and links to special promotions from merchants around the world.

American Express Company is a diversified worldwide travel, network, and financial services provider founded in 1850. It is a leader in charge and credit cards, Travelers Cheques, travel, financial planning, investment products, insurance and international banking. For more information, visit http://www.americanexpress.com/.