American Express delivered its message of exclusivity by screening a short film for its premium clients and subsequently wiping out the only copy of it

American Express has worked hard over the years to brand itself as a staple of exclusivity. Amex owners have access to services no other credit card customers do, including tickets to special events—a point the company decided to drive home in Argentina with a movie created for Platinum cardholders only. After the screening, the film was destroyed to ensure no one else ever sees it besides its intended, exclusive audience.

The campaign was orchestrated by Ogilvy Buenos Aires, working in collaboration with Spanish director and screenwriter Alex de la Iglesia to produce the short film titled “Once in a Lifetime.” Iglesia himself destroyed the movie after the premiere by plunging his laptop into a tank full of water, along with the only copy of the movie.

Platinum cardholders who couldn’t physically attend were able to watch remotely via a livestream that was only accessible with their card numbers. The most effective part of this advertising strategy is the very visual destruction of the movie, which does a great job of getting the message across. The movie itself could have been mediocre, but all that really matters is that only a select number of people got to see it.

American Express


Lead Image: American Express via Facebook

American Express has worked hard over the years to brand itself as a staple of exclusivity. Amex owners have access to services no other credit card customers do, including tickets to special events—a point the company decided to drive home in Argentina with a movie created for Platinum cardholders only. After the screening, the film was destroyed to ensure no one else ever sees it besides its intended, exclusive audience.

The campaign was orchestrated by Ogilvy Buenos Aires, working in collaboration with Spanish director and screenwriter Alex de la Iglesia to produce the short film titled “Once in a Lifetime.” Iglesia himself destroyed the movie after the premiere by plunging his laptop into a tank full of water, along with the only copy of the movie.