SEINFELD RETURNS AS AMEX PITCHMAN

Spots Promoting Loyalty Program Break Tonight

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NEW YORK (AdAge.com) -- Jerry Seinfeld returns to pitch for American Express Co. in a campaign launching its Rewards Green and Rewards Gold cards.

Spots with the

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comedian promoting the cards, which feature automatic enrollment in American Express' Membership Rewards loyalty program, break tonight on broadcast and cable TV.

It's Mr. Seinfeld's first appearance in an American Express campaign since 1999.

The campaign -- from ad agency Ogilvy & Mather Worldwide and sibling media shop MindShare, both part of WPP Group; promotions agency Momentum, part of Interpublic Group of Cos.; and independent i-shop Digitas -- also includes print, outdoor and radio ads, as well as a promotion built around an exhibition of photographs from American Express print ads shot by Annie Liebowitz.

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