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Company: American Express Co., New York Agency: Crispin Porter+Bogusky, Boulder, Colo. Market: Small business Quick chase: American Express celebrates America's entrepreneurial spirit at a time when that spirit—buffeted by a long economic slump—could use a shot in the arm. American Express' “Booming” campaign sparkles on the strength of credible case histories of small businesspeople who use the Gold Card to accumulate reward points that can be parlayed into visits with suppliers or customers. In this well-produced spot, American Express features Shazi Visram, owner of an organic baby food company, who explains how Gold Card reward points helped her defray the cost of dozens of trips to meet with farmers and merchants. She notes that the number of stores carrying her products has gone from five to 7,500. Now, that's booming. Clue: The spot had the additional draw of multiple quick-cut shots of adorable babies.
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