Jaffe Juice

Is there life after the 30-second Tahoe-spot? American Express seems to think so, except that they've shortened the time by half and they've appealed to sense and sensibility, with a less clunky and contrived brief AND Scorsese and M. Night as judges (and in Scorsese's case, probably jury and executioner!)

Clips asks consumers to to create a personal slice of their lives (their card)...and this authentic approach is in a much better camp than the infamous Tahoe attempt. This is CGC, as opposed to CGM.

In addition, the RSS feed of submissions is not only a nice touch, but it also puts the creations in the public domain. Implication? You'll find out if you're hot or not...and this will inevitably put a little more (constructive) pressure on submitters to take this seriously (if Martin and Night weren't incentive enough!)

Via MicroPersuasion